Multichannel Marketing: Metrics and Methods for On and Offline Success [Paperback]

Akin Arikan (Author)

Book Description

Publication Date: April 28, 2008

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.

Editorial Reviews

From the Back Cover

Bridge the Online-Offline Chasm and Achieve Measurable Success

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

About the Author

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).

Product Details

• Paperback: 312 pages
• Publisher: Sybex; 1 edition (April 28, 2008)
• Language: English
• ISBN-10: 047023959X
• ISBN-13: 978-0470239599
• Product Dimensions: 7.8 x 0.7 x 9.2 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 4.3 out of 5 stars  See all reviews (11 customer reviews)
• Amazon Best Sellers Rank: #112,983 in Books (See Top 100 in Books)
  • #58 in Books > Business & Investing > Marketing & Sales > Marketing > Multilevel

More About the Author

I am a big fan of data driven marketing and an evangelist for the use of intelligent software solutions for creating more successful businesses with more satisfied customers.

For more info see www.multichannelmetrics.com.

Most Helpful Customer Reviews

15 of 16 people found the following review helpful

5.0 out of 5 stars Groundbreaking book on multichannel marketing metrics! May 10, 2008

By Daniel Waisberg VINE™ VOICE

Format:Paperback

In this book, Akin Arikan walks us through the whole process of measuring online and offline activities using Web Analytics. He presents both theoretical advices and live examples of how his theories have been (can be) applied.

As a Web Analyst and an online marketer I look forward to adding the methods presented in the book to my repertoire. The jargon alerts alone are worth the read.

The book is very well written and should be required reading for marketers and analysts on the web. The interaction between online and offline is becoming more and more important, and companies must understand how to integrate all their marketing efforts.

I warmly recommend reading this book.

6 of 7 people found the following review helpful

5.0 out of 5 stars Extermely engaging book on Multichannel Marketing May 11, 2008

By D. Stephen

Format:Paperback

As the online and the offline worlds collide from a marketing perspective, practitioners need to be fully prepared to leverage the wealth of opportunities this creates. The Multichannel Maketing book is targeted to this exact cause.
As an online marketer myself, I found this book extremely engaging and useful as we delve into combining our online and offline marketing efforts.
Since the only way to prove that our marketing efforts are paying off is measure, measure, measure, the measurement and metrics section of this book gave me a good grounding on what I need to do in terms of metrics.
Overall, it's a great book, especially if you are looking at multiple channels to achieve your marketing goals.

3 of 3 people found the following review helpful

5.0 out of 5 stars Vu, Thuy-Lieu April 1, 2009

By T. Vu

Format:Paperback

Multichannel Marketing by Akin is a book to read for those who are interested in learning how to efficiently measure online and offline marketing channels - geared toward the specific situation. He provides multiple scenarios that are realistic and applicable. Akin paints the picture in your mind then he helps you through the analytical tactics step by step. What closed the deal was the jargons he highlighted for each concept he drew for the readers to see.

Akin reveals a fine point which is if marketing is all about the customer then it is inevitable that the metrics should be customer-centric as well. He divides his book into three parts and focuses on each aspect. It is amazing that interrelated relationship in marketing channels is initiated from a simple connection of technology and marketing a few years ago.

Multichannel Marketing begins, continues, and ends with multiple examples and clearly defines what "measuring marketing" was and is today. How cleaver is it to be able to predict precisely what consumers will do? Reading chapter 2 will answer that question! 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.

I would recommend this book to new born marketers, career changers (to marketing), "the IT guy" and any one who's plain curious about consumer behaviors.