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  Measuring the effectiveness of interactive marketing: metrics to use, and evaluating their significance. more

Measuring the Success of Interactive Marketing

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This evening seminar looks at how to measure the effectiveness of an interactive marketing campaign: what metrics should we be using, and how do you evaluate their significance to your campaign and business goals?

With more and more companies demanding to see tangible returns on investment in digital marketing, it is becoming increasingly important to be able to demonstrate the effectiveness of an online, email or wireless marketing campaign.

But what, exactly, should we be measuring? As the interactive media industry has matured, different metrics, concepts and units of measurement have fallen in and out of favour - from hits and page impressions to unique users, repeat visits and conversion rates. But how do we evaluate the relevance of each to marketers, and how do you measure accurately across all channels of communication to determine the success of your campaign?

In this evening seminar, Andy Flint of ABC Electronic, the independent auditing body for electronic media, Simon Chamberlain of Hitwise, the internet monitoring and ranking company, and William Makower, CEO of Panlogic, will look at how to measure the effectiveness of your interactive marketing spend. Topics include:

• What are the tools and techniques?
• Metrics and industry standards: are we all speaking the same language?
• Quantifying online effectiveness as part of an integrated campaign
• Business relevancy of your metrics
• Proving value against hard criteria
• Enabling marketers to compare the effectiveness of their internet spend across communications channels
• How to interpret data, and what it means for the marketer

The discussion is followed by a wine reception sponsored by UK Online for Business (www.ukonlineforbusiness.gov.uk) and London Business Link (www.bl4london.com).

Speakers

Andy Flint, Head of Client Services, ABC electronic (www.abce.org.uk)
A Graduate in economics of Bradford University, he started his career in media sales joining VNU Business Publications in 1984. Over the next 10 years he worked his way up the media sales ranks to Group Ad Manager and in 1994 lead a team that launched Financial Director Magazine. In 1995 he completed his Chartered Institute of Marketing Diploma and in 1996 was promoted to Publisher and was responsible for launching Jobnet, VNU's first recruitment Internet site. In 1997 he became Business Strategy Manager of Learned Information, an Oxford based publisher and exhibitions organiser, specialising in the Online Information sector. He subsequently returned to VNU Business Publications as Publisher of Management Consultancy and Financial Director Magazines. In 1998 he joined Advanstar Communications a leading US Publisher and Exhibitions organiser as Group Publisher in the Voice & Call Centre sector. In September 1999 he joined ABC ELECTRONIC as Head of Client Services.

Simon Chamberlain, General Manager, Hitwise UK
Simon Chamberlain is the General Manager of Hitwise UK. Simon brings with him a valuable mixture of legal, commercial and management skills that have enabled him to build a strong team and launch the previously unknown service into the London market. Since arriving in May 2001, Simon has built a team of 11 that has brought on 80 clients in only 6 months.
Prior to joining Hitwise in May 2001, Simon was the Commercial Manager of the online consultancy, emitch Limited, a company that listed on the Australian Stock Exchange in March 2000. The experience with emitch gave Simon great insights into the use of the Internet in business and cemented his enthusiasm for the Internet space. Simon was instrumental in the formation and maintenance of key supplier relationships and responsible for the delivery of bottom line results for core operations. A qualified lawyer, Simon was, prior to emitch, employed by Minter Ellison, one of Australia largest and most respected law firms, specialising in corporate law. That experience proved invaluable throughout Simon's other positions and continues to be a useful skill at Hitwise.

William Makower, CEO, Panlogic Ltd
William Makower is a co-founder of Panlogic. He holds an MBA from Imperial College, London, and an MA in Oriental Languages (Mandarin and Japanese) from Edinburgh University. After graduating from university, William moved to the Sales and Marketing department of the South-East Asia division of Courtaulds Textiles. After three years at the firm he then became Sales Director at a UK design and print specialist retailing in international markets, with a specific remit to develop the firm’s international business. After two years as Sales Director, he was appointed Managing Director, a post in which he continued to lead the firm’s international development as well as implementing an e-business strategy. He remained in the post until leaving to study for his MBA in 1997.

Presented in association with

Location

PSI