Enter your mobile number below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
Getting the download link through email is temporarily not available. Please check back later.
To get the free app, enter your mobile phone number.
Multichannel Marketing: Metrics and Methods for On and Offline Success Paperback – April 11, 2008
|New from||Used from|
Frequently Bought Together
Customers Who Bought This Item Also Bought
From the Back Cover
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
Top Customer Reviews
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 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.
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.
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.
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.
Most Recent Customer Reviews
I had to purchase this book for school otherwise I would not have bought it. This book is kind of hard to read because it is kind of boring.Published 18 months ago by Sarah Campbell
This book covers multichannel tracking and analytics very thoroughly. Very intuitive. Well thought out. Read morePublished on May 16, 2014 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