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Sony UK hires WebtraffIQ to improve customer loyalty

LONDON - WebtraffIQ has been appointed by Sony UK to manage website measurement and analysis as part of an effort to increase customer loyalty.

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Sony has appointed the agency on a year-long contract, after looking for a way to unify its existing systems. It plans to use information gathered from its Sony Business business-to-business products site, to make key business development decisions.

The Sony Business website sells products for the education, healthcare, media and retail markets, and is accessed by more than 2,000 corporate clients and product distributors.

Mike Crawford, general manager of Sony Business Europe, said: "We were impressed with WebtraffIQ's flexibility and understanding of the

requirements we sought and its ability to adhere to what we specifically laid out for it to achieve for us."

WebtraffIQ measures the impact of marketing and PR activities, including email and viral campaigns, and regional above- and below-the-line campaigns, including online and off-line advertising.

Marcos Richardson, European director of WebtraffIQ, said: "Sony UK's commitment to the project surpassed all previous collaborations in

WebtraffIQ's history. It mapped out its technological infrastructure

and presented its key performance indicators to WebtraffIQ, creating

the foundation for WebtraffIQ's integration plan and solution criteria.

"Ultimately, we were chosen due to our consultative approach and our proven technology."

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