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3 

Managing the sales process. This can be achieved through e-commerce sites, or in a B2B 

context by supporting sales representatives by recording the sales process (SFA).

4 

Campaign management. Managing ad, direct mail, email and other campaigns.

5 

Analysis. Through technologies such as data warehouses and approaches such as data 

mining, which are explained later in the chapter, customers’ characteristics, their 

purchase behaviour and campaigns can be analysed in order to optimise the market-

ing mix.

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Part 2  Strategy and applications

Real-world Digital Business

The Smart Insights interview

Vision Express

Kate Webb, Online Marketing Manager at Vision Express, explains how the multichan‑

nel retailer prioritises its use of social media to meet business goals. Her LinkedIn profile 

explains that at the time of the interview she was managing a budget of over £750,000, 

increasing online sales by 12% year‑on‑year  2010–  2011 and by 16% year‑on‑year 

 2011–  2012 while improving the online  eye‑  exam booking conversion rate by 28%.