Multichannel marketing : metrics and methods for on and offline success / Akin Arikan.

Format:

Book

Author/Creator:

Arikan, Akin, 1969-

Series:

Serious skills.

Sybex serious skills

Language:

English

Subjects (All):

Internet marketing.

Multilevel marketing.

Physical Description:

1 online resource (314 p.)

Edition:

1st ed.

Place of Publication:

Indianapolis, Ind. : Wiley Pub., c2008.

Language Note:

English

Summary:

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 stu

Contents:

Multichannel Marketing: Metrics and Methods for On and Offline Success; Acknowledgments; About the Author; Foreword; 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 OfflineChapter 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

Notes:

Includes index.

Description based on metadata supplied by the publisher and other sources.

ISBN:

9786612367755

9781282367753

1282367757

9781118059531

1118059530

9780470378878

0470378875

OCLC:

609847895