MORE TH>N - Online Marketing Masterclasses 2004
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 Online Marketing Masterclasses 2004 - Presentations »
On 24th November 2004 E-consultancy ran a 1 day event: "Online Marketing Masterclasses: How to Acquire, Convert, Retain and Grow Customers Online".
We assembled some of the brightest and best practitioners, and leading brands, to learn about the latest thinking and best practice within online marketing.
There were presentations from the following:
- Dave Chaffey, MD, Marketing Insights
- Martin Aylward, E-Business Consultant, MORE TH>N
- Lawrence Merritt, European Search Engine Market..... |
MORE TH>N'S Martin Aylward's presentation at E-consultancy's 2004 Online Marketing Masterclasses on Online Customer Acquisition.
Martin explains MORE TH>N's approach to online marketing and customer acquisition. There is a strong focus on measuring and optimising return on investment (ROI). Martin talks through a range of methods, tools and techniques including: view through sales, PPC bidding strategies, e-mail tracking, telephone response tracking, affiliate tracking.
There is a slide which explains MORE TH>N's planning process. Martin then talks about the value of econometric modeling to isolate the effect of different variables on leads and sales.
The final part of Martin's presentation explains MORE TH>N's focus on customer lifetime value: it's not just about sales but quality of sales as measured by a lifetime value model based on a 5 year present net value which takes into account acquisition costs, expenses, claims, retention, etc. A customer segmentation model can then be applied according to current and future customer value.
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