Lucy is a veteran of the UK digital industry. As a launch specialist she worked for Amazon where she launched Marketplace and for Conde Nast where she took their flagship titles of Vogue, Glamour and CNTraveller into the digital age. At Future Publishing she built a commercial team that went on to run some of the world’s most loved video gaming websites including Gamesradar.com. Spotting an opportunity in a high growth industry Lucy moved into search and social media where she ran and then sold a specialist agency (Netrank). The sale to Digitas LBi saw her take the position as Head of Search and Social. After a few years consulting with a number of charities including The Lords Taverners, SPAN and Oxfam, Lucy returned to agency life at Dialect.
The data driven science of capturing the attention of gamers to benefit your brand
In an interview Lucy Allen, Director of Engagement of Dialect, a full service agency for games and technology audiences, tells how to identify and understand gaming customers better and to build and monitor data based sales funnels. While also sharing best practices in working with Amazon Attribution, the e-commerce behemoth’s sales program that is currently active in the US and UK and will be rolled out to the rest of Europe soon. As she makes clear how to close the loop by using data to inform onward communication and marketing. And thereby driving loyalty.