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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. Learn how to:
Develop better marketing programs and get the data to prove it
Tap into the secrets of online, direct, and brand marketers
Apply proven techniques to build loyalty and grow lifetime value
Create actionable customer profiles to determine the best sales opportunities
Optimize online-offline advertising programs to get the best ROI
Measure online and offline lift in your marketing programs
Select the right metrics for your specific needs—from online to direct to brand marketing, and more
Collect measurements and report on customer behavior across channels
And it's written in a tone that's easy to digest, with a voice that's marketer-to-marketer.
He shows us why and how we could integrate the metrics and methods to analyze the consumer which in turn will identify the perfect marketing strategy.
In this book, Akin Arikan walks us through the whole process of measuring online and offline activities using Web Analytics.
This book covers multichannel tracking and analytics very thoroughly. Very intuitive. Well thought out. Read morePublished 3 months ago by Meir
I'm currently on page 27 and I'm literally pushing myself through. This is one of the most boring books I've ever read on the subject!! Read morePublished on October 26, 2010 by Ben
At first I was going to call this review "Communicating Across Silos" but as I thought about all that I had learned from this excellent book and what I now wanted to do "Acting"... Read morePublished on May 22, 2009 by Steven Forth
Multichannel Marketing: Metrics and Methods for On and Offline Successgoes beyond top-level, strategic discussions of customer-centric marketing to offer today's in-the-trenches... Read morePublished on April 1, 2009 by Madeeha Merchant
This is a great book for anyone who wants a detailed guide on KPI's for web analytics and multi-channel marketing measurements.Published on September 22, 2008 by A. Khan
Multichannel marketing is an excellent resource to learn about how you can combine on and off line marketing integrating it and providing metrics to evaluate campaigns. Read morePublished on July 23, 2008 by Mig Pascual