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9780470239599

Multichannel Marketing Metrics and Methods for On and Offline Success

by
  • ISBN13:

    9780470239599

  • ISBN10:

    047023959X

  • Edition: 1st
  • Format: Paperback
  • Copyright: 2008-04-28
  • Publisher: Sybex

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Summary

No longer can the offline remain separate from the online. Integrated, customer-centric, cross-channel marketing campaigns persuade customers to act, provide greater ROI, and ultimately improve your organization's bottom line. This must-have guide synthesizes the successful methods and metrics that online, direct, and brand marketers have employed for years so that you can develop, implement, and measure successful cross-channel campaigns. Multichannel marketing expert Akin Arikan takes you from customer acquisition to customer relationship management with strategic advice, effective case studies, and proven metrics.

Author Biography

Akin Arikan is a Senior Segment Manager for Internet marketing at Unica, where he is responsible for ensuring customer satisfaction with Unica's web analytics and Internet marketing solutions. Clients with case studies in this book include AIRMILES, Best Buy, Vodafone, and Wachovia. Akin is an award-winning industry speaker, frequent contributor to magazines, and blogger (www.MultichannelMetrics.com).

Table of Contents

Building Blocks For Multichannel Metrics
With Great Opportunity Come Great Challenges
The Web Analyst Tackles Multichannel Metrics Online
The Offline Marketer's Bag of Tricks
The Direct Marketer Digs Into Multichannel Analytics
The Brand Advertiser's Take On Multichannel Analytics
Measurement And Metrics
Measure Lift Between Online and Offline
Measure 1:1 Interactions Between Online and Offline
Measure Multi-Touch Conversions
Multichannel Marketing Methods
Attract and Acquire
Engage and Convert
Grow Lifetime Value
Table of Contents provided by Publisher. All Rights Reserved.

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