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Friends of Search 2025 > Using your competitors to supercharge your PPC results
Internationally acclaimed speakersPrestigious award showDrinks & Bites12th edition

Using your competitors to supercharge your PPC results

Lottie Namakando

11:15 - 11:45

How often does performance dip, prompting the question: what went wrong? This session explores using competitor and customer insights to shape your marketing strategy. It’s easy to focus inward—on our own approach—while overlooking competitors who are also working to attract, retain, and win over customers. By keeping a pulse on the competition and maintaining open dialogue with customers, we can build agile, responsive strategies. This ensures we not only protect but also grow our market share, adapting to any market conditions.

Lottie Namakando

Director of Behavioural Science and InnovationHuman Behaviour

Director of Behavioural Science and Innovation and I am obsessed with helping brands better utilise their audience insights, customer journeys and market intelligence to supercharge their brand’s customer journeys.

With a scientific research PhD and 12 years’ experience in digital marketing, I started my marketing career in PPC and Paid Social and Programmatic, before adding digital transformation, CX, customer journey mapping and behavioural science to my experience. I centre my teams around producing data lead actionable insights, through statistical analysis and principles of psychology. Making future decision making more robust.

My real passion lies with integrating behavioural science, customer journeys, innovation and automation/AI into digital activation. Identifying ways to be smarter in digital channels, integrating different data sets and audience insights to deliver maximum performance.

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