Multichannel Marketing
Metrics and Methods for On and Offline Success
By Akin Arikan
Publisher: Wiley / Sybex
Final Release Date: July 2008
Pages: 288

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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Ebook:  $29.99
Formats:  ePub, Mobi, PDF