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.

Let's put the issue of sale duplication to bed

In an industry founded on the ability to deliver marketing that is highly targeted, controllable and measurable, why are we still grappling with issues of sales duplication?

Speaking with one site owner, he estimates duplication of sales is over 30%. Isn't it time we put this issue to bed?

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