Multichannel Marketing: Metrics and Methods for On and Offline Success

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.

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.