This fast growing food company had created a welcoming and fun online presence with their first website but were unsure how to measure the effectiveness of their developing online relationship marketing programme.

In particular they needed to find out the number of new as well as returning visitors coming to the site as a result of a planned series of viral marketing projects. And whether to switch funds from PR or direct marketing to new media or vice versa

Using Mtracking Analysis, they got a clear answer. Distinct paths were tracked from users to the site and recorded in the database. This information provided the brand's marketing manager with an exact number of visitors arriving as a result of the promotional activity and the number of times they visited thereafter.

Mtracking showed how they responded to the navigation, content and offers on the website and how this compared with arrivals from other forms of site access.

As a result, this food brand now sets clear benchmarked targets for every marketing dollar spent on it's website content and promotional development. Our client's finance director commented; "If only all our marketing expenditure could be so clearly evaluated".