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Multichannel Marketing: Metrics and Methods for On and Offline Success

Multichannel Marketing: Metrics and Methods for On and Offline Success

Akin Arikan

ISBN: 978-1-118-05953-1 May 2011 288 Pages




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.

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.