Aylott named ‘Most Innovative Person in Digital Marketing’

Posted: Tuesday 8th January 2008 in Events and Awards, News.

Summit’s managing director Hedley Aylott has been named the ‘Most Innovative Person in Digital Marketing’ at the Econsultancy Innovation Awards 2008.

Aylott picked up the accolade in recognition of his company’s growing reputation for developing cutting-edge tools that deliver enhanced online sales performance, as well as for his pioneering rehabilitation work teaching digital marketing skills to prisoners at HMP Wolds.

Summit is one of the most successful, independently-owned online marketing and e-commerce companies in the UK. Its dedication, marketing expertise and bespoke tools have helped to attract an impressive collection of clients.

The judges singled out Summit’s Portfolio Manager tool for particular praise. Developed in-house, Portfolio Manager improves the efficiency and performance of pay-per-click (PPC) campaigns advertising large portfolios of continually changing inventory. Processing more than 2GB of product feed data each day, Portfolio Manager uses a series of templates and complex keyword generation rules to convert an XML feed of products into a fully-fledged PPC campaign. To do this efficiently, in real time and manually would be virtually impossible.

Impressed by this revolutionary technology, judges commented: “Hedley is a true innovator in the digital marketing and e-commerce space who is widely admired both for the technology introduced by Summit and also for his pioneering work in training prisoners in digital marketing.”

Hedley added: “Digital marketing is one of the fastest developing industries around at the moment, so to be named ‘Most Innovative Person’ is fantastic recognition, not only for me but also for the entire Summit team.

“The tools are designed to meet the specific commercial needs of our clients and their success has been proved time and time again through reduced spend and marked increases in ROI and sales volume. Portfolio Manager is revolutionising PPC campaigns and will fundamentally change how they are managed now and in the future.”

In praising the technology, which was also shortlisted for the ‘Innovation in Paid Search & PPC’ award, judges added: “Portfolio Manager is an excellent example of technology being used as an aid to running complex PPC accounts. It is particularly beneficial to the larger online retailers, enabling paid search campaigns to be easily controlled and ads to be changed automatically. Technology enables real-time connection with the sale and storage of physical products, with changes based on business rules, prices, margins and other algorithms set by the client.”