Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010190004 | HF5415.1265 A75 2008 | Open Access Book | Book | Searching... |
On Order
Summary
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 Notes
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
| Part I Building Blocks For Multichannel Metrics |
| 1 With Great Opportunity Come Great Challenges |
| 2 The Web Analyst Tackles Multichannel Metrics Online |
| 3 The Offline Marketer's Bag of Tricks |
| 4 The Direct Marketer Digs Into Multichannel Analytics |
| 5 The Brand Advertiser's Take On Multichannel Analytics |
| Part II Measurement And Metrics |
| 6 Measure Lift Between Online and Offline |
| 7 Measure 1:1 Interactions Between Online and Offline |
| 8 Measure Multi-Touch Conversions |
| Part III Multichannel Marketing Methods |
| 9 Attract and Acquire |
| 10 Engage and Convert |
| 11 Grow Lifetime Value |
