Revolution UK Interviews Me On PPC

Had an phone interview with one of their reporters when I was in the UK in July. Here is part of the online piece:

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Millennium Hotels experiments with PPC to boost ROI

Revolution UK 03-Sep-07

Joe Nguyen used his background in search and web site development to ramp up search activity at Millennium & Copthorne Hotels, when he joined the global chain of 110 hotels last November as director of e-commerce. Netbooster was selected to work with Millennium Hotels to manage PPC campaigns for Europe, New Zealand and Singapore.

From the outset, Nguyen decided to focus on four key performance indicators (KPIs) - impressions, click-through rates, percentage of conversions and return on investment (ROI)...
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The full online article can be found here (free registration required). I think another version of it may be in the printed edition this month. If ya got it, please email me. :-)

UPDATE: Here's the printed case study...


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