Strategy Director
Azeem Digital
Azeem is a strategy consultant and international keynote speaker, who can apply behavioural science to paid media and search strategy as one area of what he does. He specialises in translating psychological principles into practical marketing decisions, to help brands understand how to challenge default thinking in how they allocate budget and target audiences.
He also is an awards judge, and hosted the Azeem Digital Asks podcast, a top 10 UK digital marketing show spotlighting underrepresented voices in the industry, and works directly with businesses to build sharper, evidence-led marketing strategy.
Your customers are on up to five platforms before they convert. Your paid media is probably optimised for one.
This session covers the behavioural science behind why audiences have split into distinct areas, what each area needs to see before paid ads convert them, and how to build a channel strategy that makes your paid investment work harder.
Key takeaways:
- Why manually built audiences are costing you money and what the targeting shift actually requires from your spend, creative and data strategy.
- How to identify which of the four customer angles your paid media is currently invisible on, and what angle-specific paid activity looks like in practice.
- Why your attribution model is probably telling you the wrong story about which channels are working, and the metrics that give you a more accurate picture of paid performance.
