Electronic customer relationship marketing agency RedEye has been given the task of making TV Licensing as accessible and user-friendly as possible while maximising the number of licenses bought.
RedEye will use visitor information and reporting tools to gather data and statistics to track visitor behaviour on .
The technology will also be used to analyse TV Licensing online marketing campaigns, designed to raise awareness among people who avoid buying a licence.
±±¾©Èü³µpk10 reporting tools will enable TV Licensing to track the success of affiliate referrals, search keywords and banner ads in attracting users to the site. The campaign analysis will help TV Licensing identify how to channel marketing spend to generate maximum returns.
RedEye will report directly to TV Licensing's direct marketing agency, Proximity London.
Nicola Myles, online account director for TV licensing at Proximity London, said: "One of the key aims of the TV Licensing website is to make it easy for people to understand if they need a licence. Analysing data is essential if we are to understand and improve the navigation of the site."
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