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1 Burnside Business- Marketing

Multichannel Marketing: Metrics and Methods for on and Offline Success

by

Multichannel Marketing: Metrics and Methods for on and Offline Success Cover

 

Synopses & Reviews

Publisher Comments:

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

Book News Annotation:

Arikan is with Unica, where he works to ensure client satisfaction with the company's web analytics and Internet marketing solutions. He offers marketers of all types a guide to practical methods for integrating marketing metrics and actions across online and offline channels. Coverage includes the role and importance of multichannel metrics in today's marketing landscape; how web analysts, direct marketers, and brand advertisers solve multichannel measurements and metrics problems; methods for fusing the multiple multichannel analytics methods into a bridge across channels; and how to conduct integrated marketing across online and offline channels using metrics. Annotation ©2008 Book News, Inc., Portland, OR (booknews.com)

Synopsis:

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.

Synopsis:

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).

Table of Contents

Introduction.

Part I Building Blocks for Multichannel Metrics.

Chapter 1 With Great Opportunity Come Great Challenges.

Chapter 2 The Web Analyst Tackles Multichannel Metrics Online.

Chapter 3 The Offline Marketer’s Bag of Tricks.

Chapter 4 The Direct Marketer Digs into Multichannel Analytics.

Chapter 5 The Brand Marketer’s Take on Multichannel Analytics.

Part II Measurement and Metrics.

Chapter 6 Measure Lift Between Online and Offline.

Chapter 7 Measure 1:1 Interactions Between Online and Offline.

Chapter 8 Measure Multi-Touch Conversions.

Part III Multichannel Marketing Methods.

Chapter 9 Attract and Acquire.

Chapter 10 Engage and Convert.

Chapter 11 Grow Lifetime Value.

Index.

Product Details

ISBN:
9780470239599
Author:
Arikan, Akin
Publisher:
Sybex
Foreword by:
Peppers, Don
Foreword by:
Rogers, Martha
Foreword:
Peppers, Don
Foreword:
Rogers, Martha
Subject:
Internet - General
Subject:
Internet marketing
Subject:
Multilevel marketing
Subject:
Industries - Retailing
Subject:
Marketing - Multilevel
Subject:
online metrics
Subject:
online advertising
Subject:
measuring campaign success
Subject:
analtyics
Subject:
offline marketing
Subject:
online marketing
Subject:
web analytics
Subject:
web metrics
Subject:
online marketing tools
Subject:
online marketing techniques
Subject:
online marketing case studies
Subject:
customer-centric marketing
Subject:
cross-channel marketing
Subject:
brand marketing
Subject:
online-offline lift
Subject:
Conversions
Subject:
cross-channel advertising
Subject:
ROI
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
Internet Business
Subject:
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Subject:
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Subject:
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Subject:
Business;Marketing
Subject:
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Subject:
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Subject:
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multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
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multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
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multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
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multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
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multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
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multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
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multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
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multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
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multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
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multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
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multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
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multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
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multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
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multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
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multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
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multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
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multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
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multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
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multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
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multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
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Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
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Subject:
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Subject:
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Subject:
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Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
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multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
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multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Subject:
multichannel marketing, online metrics, online advertising, measuring campaign success, analtyics, offline marketing, online marketing, Internet marketing, web analytics, web metrics, online marketing tools, online marketing techniques, online marketing c
Copyright:
Edition Description:
WebSite Associated w/Book
Publication Date:
April 2008
Binding:
TRADE PAPER
Grade Level:
General/trade
Language:
English
Illustrations:
Y
Pages:
288
Dimensions:
9.15x7.37x.68 in. .98 lbs.

Related Subjects

Business » Marketing
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Multichannel Marketing: Metrics and Methods for on and Offline Success Used Trade Paper
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Product details 288 pages Sybex - English 9780470239599 Reviews:
"Synopsis" by , 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.
"Synopsis" by , 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

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