How Data Drives Our Customer-First Content – Q&A with JanSport Customer Story: How Data Drives Our Customer-First Content – Q&A with JanSport We sat down with JanSport’s eCommerce Director, Victoria Reuter, to talk about how JanSport uses Conductor Searchlight to build great, discoverable content focused on customer- and search-friendly language. You’re the eCommerce Director at JanSport.com. What are some of your marketing challenges and goals? It’s important to balance both commerce and branding goals. We want our site to be a perfect mix of being a high watermark for the brand but also a place our customers can easily shop on the go. A snapshot of the JanSport homepage: Is organic search a major marketing channel for JanSport?I describe it to my team this way: if you’re building a house

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