Online Marketing Masterclasses 2007 - Acquire Case Study 2
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ACQUIRE Case Study 2: Martin Aylward, Head of Acquisition, EDF Energy
Martin Aylward is Head of Acquisition at EDF Energy where alongside his responsibility for delivering sales targets through a combination of online and offline channels, he has P & L responsibility for new customers. Previous to working at EDF Energy, Martin was at MORE TH>N since its inception, where he had a lead roll in the creation of morethan.com and the marketing of the site. He subsequently became Marketing Planning Manager and was a key player in making MORE TH>N one of the fastest growing financial services companies in the UK. Martin is a member of the IDM’s Data Council and speaks regularly on online and integrated marketing.
E-consultancy comment:
“Martin is also a Masterclass speaker alumnus, back when he was working at MORE TH>N. Then he was talking about things like econometric and regression analysis as applied to online customer acquisition models when most of us were still bigging up how many hits we got to our site. So think now just how much this guy must know! Perhaps most interestingly Martin has a much broader (multi-channel) view of custom acquisition and we’re all desperatingly trying to figure out how best to mix and optimise our media. Come and hear what Martin has learnt.”
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