Customer Reviews

Multichannel Marketing: Metrics and Methods for On and Offline Success

5 star:		(7)
4 star:		(2)
3 star:		(1)
2 star:		(0)
1 star:		(1)

 

 

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.

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.

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.

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.

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.

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!

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" seemed more accurate than "Communicate".

Arikan's book looks at the key question of how we communicate with customers across channels and support them as they move through the purchase funnel (or as Digitas would have it, the purchase hourglass, as one wants to manage relationships long past time of purchase). As he says, the customer is multichannel, you better be too.

The book first takes us through the tools, methods and metrics that have been developed in brand, direct and on-line marketing. These chapters alone are more than worth the price of the book. I was familiar with the on-line and brand material, use most of it, but I confess that I was not as familiar as I should have been with the techniques of direct marketing. Reading this book I now understand their power and relevance and am eager to find ways to apply them. One of the delightful features of this book are the "Jargon Alerts" that help one map vocabularies across disciplines (more books should do this).

After providing a grounding in the different techniques, Arikan helps us apply them in an integrated fashion so that we can (i) measure lift between on-line and off-line, (ii) understand one-to-one interactions between on-line and off-line (for a specific consumer) and (iii) understand multi-touch conversaions.

The book concludes with thee excellent chapters on Attract & Acquire, Engage & Convert and finally Grow Liftime Value.

The significance of this book goes well beyond marketing. Anyone interested in how the virtual and physical worlds are blending will benefit from reading it.

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. This is great for seasoned professionals or for those starting out in their career. Highly recommended read to expand your knowledge.

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 marketing professionals the information they need: practical, tested methods and metrics for multichannel marketing programs.

Emphasizing metrics-driven methods for optimizing marketing programs across channels, the book features practical advice, time-tested and successful techniques, real-world metrics, and engaging case studies. It begins with an overview of today's marketing landscape before discussing such important topics as measuring online and offline lift and conversions, creating actionable customer profiles, optimizing online-offline advertising programs, improving online-offline engagements, and building loyalty and improving relationships.

This comprehensive guide is the complete resource for marketing practitioners who want to develop better marketing programs (and have the data to prove it), increase conversion rates, and build better relationships with their customers.

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!! I purchased this book because of the positive feedback that was listed, however, I will be sending this book back if it doesn't improve in the next few pages.