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Data-Driven Empathy: 12 Hidden Sources of Your Visitors’ Hopes and Fears

A talk by Andy Crestodina
Chief Marketing Officer, Orbit Media

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About this talk

Marketing is empathy. Digital marketing is about data-driven empathy. The job is to use clues, reports, and tests to find what our audience needs and serve it to them quickly. But the problem is that there's just too much data out there. So the trick is to use the right data to find the best insights fast.

When people think of your brand, what do they want to know?

Which of your pages is least satisfying? Why?

What information needs are you ignoring?

The trick is to listen to your audience through your reports, then take the actions that make your visitors happier ...because you care. That's what empathy is all about.

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