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Multichannel Marketing: Metrics and Methods for On and Offline Success Paperback – April 11, 2008


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Multichannel Marketing: Metrics and Methods for On and Offline Success + Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know + Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (2nd Edition)
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Product Details

  • Paperback: 312 pages
  • Publisher: Sybex; 1 edition (April 11, 2008)
  • Language: English
  • ISBN-10: 047023959X
  • ISBN-13: 978-0470239599
  • Product Dimensions: 9.1 x 7.5 x 0.8 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (12 customer reviews)
  • Amazon Best Sellers Rank: #603,234 in Books (See Top 100 in Books)

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).

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.

Customer Reviews

4.3 out of 5 stars
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And it's written in a tone that's easy to digest, with a voice that's marketer-to-marketer.
Amoeba
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.
T. Vu
In this book, Akin Arikan walks us through the whole process of measuring online and offline activities using Web Analytics.
Daniel Waisberg

Most Helpful Customer Reviews

14 of 15 people found the following review helpful By Daniel Waisberg on May 10, 2008
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.
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6 of 7 people found the following review helpful By D. Stephen on May 11, 2008
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.
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3 of 3 people found the following review helpful By T. Vu on April 1, 2009
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.
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6 of 8 people found the following review helpful By AIM3 on May 10, 2008
Format: Paperback
As a consultant, I interact with marketers everyday. Everytime I begin a new engagement, I spend volumes of time creating a common language and understanding around what "multi-channel marketing" means in today's world...certainly not an efficient investment of my time or my client's dollars.

FINALLY, there is a book that meets MY standards on both the theory and practice of multichannel marketing. Akin's book "Multichannel Marketing: Metrics and Methods for On and Offline Success" provides unique insight and understanding to help marketers either begin the process of executing more complete multi-channel marketing efforts, or refine existing programs.

What I found especially compelling about Akin's book was the very natural and organic progression within each chapter. Chapters open with a quick summary of a business challenge/opportunity. His descriptions (often complimented by case studies) are direct and to-the-point...easily consumed by the multi-channel newbie. As he digs deeper into each topic he offers perspective that even the most seasoned CMOs will find actionable nuggets of wisdom in (I LOVED the Chapter 6 on Measuring Lift Between On-line and Offline).

In closing - is there value in Akin's first book? No matter what your currently level of expertise is...this book will make you a better marketer.
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3 of 4 people found the following review helpful By Amoeba on May 12, 2008
Format: Paperback
This book is written with excellent real-life examples and specific information. And it's written in a tone that's easy to digest, with a voice that's marketer-to-marketer. It's good to take a step back and understand how online and offline campaigns affect each other, especially if you don't actively do both for your job. I'm not finished with the book yet, but I've already subscribed to Akin's Blog ([...]) and sent the link to my team!
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1 of 1 people found the following review helpful By T. Sai on March 31, 2009
Format: Paperback
For someone who is a novice to online marketing, the book was easy to read and understand. Consumers today have a growing list of communication avenues to choose from. An example of this is web 2.0 social media. It has helped spawn new and reinventing avenues. The book discusses the challenge marketers face in weaving disparate customer insights from the plethora of channels in existence. Some companies still separate their offline and online marketing initiatives. Customer-centricity success can be achieved by understanding offline and online channels. The author provides an overview and practical methods to integrate the channels.

The book is divided into 3 parts: I-defining the problems in various marketing channels today, II- measuring the metrics, III-leveraging the metrics to integrate the multichannels. Anyone who reads the book will be able to understand Akin's definition of the technical jargons. I found the introduction of KPIs and web analytics in chapter 2 very useful. The guts of the book are in part II because Akin shows how to use metrics to predict consumer behavior.

I enjoyed reading this book and its use of case and point technique. The Best Buy example of measuring lift between online and offline was very relevant. The lesson I've learned is that the marketing landscape is changing at a stunning pace. Few have yet to mastered this new frontier. Thus it is important for marketers to leverage all the available metrics measurement tools available. I would recommend this book to traditional offline marketers and novices as handy guide to the revolution in online marketing.
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