This is a video recording of a presentation from International Search Summit, which took place in Barcelona in 2019. Analysing online traffic and making sense of all the data is something digital marketers do every day, and every day they make assumptions. Whilst these can often be based on past experience, on data and logic, they aren't always correct. Based on many years of search experience and recent research, Andraž highlights some of these oft-made assumptions and shares insights including how marketing maturity influences search, how to determine brand stickiness and how to analyse cross-channel customer journeys in multiple markets.
