Multichannel Marketing: Metrics and Methods for On and Offline Success (Paperback)

by Akin Arikan (Author)
Key Phrases: jargon alert, multichannel analytics, dynamic logic, Best Buy, Unica Corporation, Case Study (more...)

Editorial Reviews

Product Description
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.

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

See all Editorial Reviews

Product Details

• Paperback: 288 pages
• Publisher: Sybex (April 28, 2008)
• Language: English
• ISBN-10: 047023959X
• ISBN-13: 978-0470239599
• Product Dimensions: 9.1 x 7.3 x 0.8 inches
• Shipping Weight: 15.2 ounces (View shipping rates and policies)
• Average Customer Review: 4.6 out of 5 stars See all reviews (10 customer reviews)
• Amazon.com Sales Rank: #204,311 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

6 of 6 people found the following review helpful:

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

By	Daniel Waisberg (Israel) - See all my reviews (REAL NAME)

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.

3 of 3 people found the following review helpful:

5.0 out of 5 stars This is an IMPORTANT book...., May 10, 2008

By	AIM3 "AIM3" (USA) - See all my reviews

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.

2 of 2 people found the following review helpful:

5.0 out of 5 stars Excellent Book!, May 12, 2008

By	Amoeba "-Jp" (Boston, MA) - See all my reviews

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 (www.multichannelmetrics.com) and sent the link to my team!