Episode 195 of Digital Marketing Radio features 'Insight', chapter 14 from 'Digital Marketing in 2017'. Get your copy of the book over at DigitalMarketingin2017.com.

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We hear the phrase ‘test and learn’ all the time, but how do we actually implement this and keep on incrementally improving what we do over time?

And with so much data available to you and your business, where do you possibly start?

89) Audience insights – Ben Oliver

Ben Oliver from ID Collective says you should begin your insight journey by taking the time to understand your audience.

Ben says: “My biggest digital marketing tip would be spending some time on audience insights.

“We spend so much time on the creation and reporting of content, we often overlook the audience we are supposed to be serving in the first place.

“Given how dynamic the industry is, and how quickly audience needs can evolve, it’s vital to be conducting audience research every 6-12 months.

Read more in the book - get your copy of 'Digital Marketing in 2017' over at DigitalMarketingin2017.com.