Posts tagged with Craig Sullivan

How usability testing and call tracking can help your multichannel strategy

Multichannel marketing isn’t a new concept, but it is one that many businesses struggle to implement.

It throws up a number of different challenges, from tracking customers to joining up marketing activities, so it can be difficult to know where to even being.

During a talk on multichannel optimisation at Econsultancy’s JUMP conference Belron’s group e-business manager Craig Sullivan discussed several issues that brands need to consider as they move towards an effective multichannel strategy.

He said the benefit of multichannel is that it allows brands to get great customer insights, which in turn allows them to build better products and drive higher revenues.

Here we look at two themes from Sullivan’s talk: user testing and cross-channel analytics using phone tracking...


Usability testing removes ego and opinion


While good user experience professionals may be able to 'guess' the best UX solution 60 to 70% of the time, it's not substitute for testing, according to Belron's eBusiness Manager Craig Sullivan. 

In this video, Craig talks about his upcoming presentation at Econsultancy's JUMP event, and explains why user experience should be in the hands of the visitors and customers. 

In a nutshell, decisions on design and creative should be based on cold hard facts and consumer behaviour...


Q&A: Craig Sullivan on using online data to improve offline marketing

Craig Sullivan is Group eBusiness Customer Experience Manager at Belron, a company which includes Autoglass among its brands. 

Craig spoke at the first JUMP event last year, on the subject of using online data to optimise offline marketing.  

In this interview, taken from our recent JUMP magazine, he talks about using multivariate testing to improve the effectiveness of TV ads, as well as online usability...