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Author: Matthew Finch

Matthew Finch

Mat is Head of Sales and Commercial for Warner Leisure Hotels, who offer UK Short breaks just for grown-ups, part of the Bourne Leisure Group which also operates Butlins and Haven. With 80% of sales coming direct via the call centre and website, Mat knows a bit about optimising multichannel campaigns to maximise sales and return on investment.

Prior to this, Mat worked at Dell as Head of UK Consumer Marketing and then Head of Retail across EMEA. Some of his work included creating the MTV European sponsorship platform and executing the highly catchy "lollipop" colourful laptop campaign across TV, Radio and outdoor media. He was also part of the team that executed Dell's consumer retail strategy across Europe, Middle East, Africa and Russia.

Mat started his career in web design and web marketing, before broadening into the wider marketing mix. His stint at digital technology company DoubleClick (part of Google), gave him a great understanding of tracking technology and measuring multichannel results. He remains passionate about digital marketing, especially in tracking, behavioural targeting and the multi-channel mix.

The big CPM squeeze

With vast amounts of inventory available, increased competition and dropping response rates, many publishers are seeing their display advertising CPM rates falling.

The challenge is to offer advertisers increased flexibility and new formats in order to protect margins.

6 comments

When email newsletters become spam

The success of email newsletters rests on a delicate balance between regular communications and flooding your customer’s inbox.

I take a look at HMV’s email marketing efforts, which offer a lot but fail to deliver.

1 comment

Paradise or Bust – the pros and cons of community

The concept of Tribewanted.com is to develop a community existing both on an island in Fiji and online.

The project’s success is due entirely to promotion via social networking, but this could also be its biggest risk of failure.

2 comments

How to measure online branding campaigns

In an industry so accountable and measurable, it seems that some are using the excuse of delivering “brand awareness” to avoid the need to prove results.

Now P&G, one of the world’s largest advertisers, has spoken out for the need for change in the internet marketing industry.

6 comments

Behavioural targeting delivers 600% uplift

Are broad demographics really relevant in the online world? Is customer behaviour far more insightful to delivering your marketing message?

Behavioural information allows you to develop a toolbox of techniques to improve the relevance of your online marketing, delivering for one client a 600% uplift.

2 comments

RIP last click wins?

Is it time to say farewell to the old model of assigning all the value to the last click? Many marketers want the ability to measure customers' paths to purchase and understand the influences of each channel on a sale.

It would be a dream to accurately measure the impact of your TV ad on generating uplift in an outdoor campaign, driving interest in your press ad, which subsequently delivers a sale.

But can this now be achieved online?

10 comments

It's not all about the last click in search marketing

One of the biggest challenges in paid search marketing is measuring the impact of generic keywords on your sales.

We all believe generic keywords have a brand-building benefit, but how can you accurately measure this?

7 comments

Mobile takes the web back to the 90s

With mobile phone penetration significantly higher than PC ownership, why has mobile internet yet still to take off?

While many predict that mobile internet is set to explode, could its simplicity also be its biggest failing?

2 comments

Targeted email marketing doesn’t need to be complex

Being part of the IAB email council, I get to be involved in some interesting discussions about the future of the industry, the impact of social media on email and the next big thing.

However many companies are still to exploit the full benefits of email marketing, especially when it comes to database segmentation and targeting.

3 comments

Dave and Goliath - the battle for TV audiences

Anyone who has walked down Great Portland Street in London in the past week will have probably noticed the huge ad covering the Virgin Media offices for the new TV digital channel “Dave”.

But can the self-proclaimed 'Home of witty banter' really compete against the Goliath that is online video streaming for the share of viewers' attention?

0 comments

Innocent maybe, but highly effective

After working on email marketing for many years, I have certainly seen many examples of the good, the bad and the ugly, with many unfortunately falling into the latter two.

However, one brand is leading the way with an email newsletter that has kept me hooked for nearly two years with fresh and engaging content.

1 comment

Life without MySpace

The recent redesign and introduction of 3rd party apps may be too little too late for MySpace as many users have jumped ship, including me.

1 comment