Biographical Information

Articles for Wendy Hewson

eCRM - Measuring the Effectiveness of Web Channels

Our third Sistrum survey into online customer service survey found that, of over 180 major UK companies who actively promoted their website in their television and print advertising, 11 out of 12 are wasting hot sales leads.

UK Perspective: Measuring the Effectiveness of Web Channels

Improvements in Internet pre-sales service provide opportunities to leverage sales undreamed of by traditional direct marketers. This leverage blows a hole through most attempts to measure the effectiveness of the Web as a sales channel. For most organisations, the micro-management of Web marketing campaigns is equivalent to throwing water in the wind against a Force 8 gale of missed sales opportunities.