 Multichannel Marketing: Metrics and Methods for On and Offline Success
ISBN: 978-0-470-23959-9
Paperback
288 pages
April 2008
US $29.99
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Part I Building Blocks for Multichannel Metrics.
Chapter 1 With Great Opportunity Come Great Challenges.
Chapter 2 The Web Analyst Tackles Multichannel Metrics Online.
Chapter 3 The Offline Marketer’s Bag of Tricks.
Chapter 4 The Direct Marketer Digs into Multichannel Analytics.
Chapter 5 The Brand Marketer’s Take on Multichannel Analytics.
Part II Measurement and Metrics.
Chapter 6 Measure Lift Between Online and Offline.
Chapter 7 Measure 1:1 Interactions Between Online and Offline.
Chapter 8 Measure Multi-Touch Conversions.
Part III Multichannel Marketing Methods.
Chapter 9 Attract and Acquire.
Chapter 10 Engage and Convert.
Chapter 11 Grow Lifetime Value.
Index.
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