ActivInstinct’s founder Simon Millet began his retail career in the late 1980s when he opened a sports equipment store in northwest London. In 2000 the company launched an online operation and, to optimise online sales, developed customer behaviour profiling technologies and email marketing strategies. It now develops and runs online sports stores for its clients and conducts affiliate marketing to drive traffic to their websites. Under chief executive Mike Thornhill, sales at the company have grown 44% a year from £1.8m in 2006 to £5.4m in 2009.
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