Multichannel Marketing : Metrics and Methods for On and Offline Success.

Multichannel Marketing : Metrics and Methods for On and Offline 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...

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Bibliographic Details
Main Author: Arikan, Akin
Format: eBook
Language:English
Published: Hoboken : John Wiley & Sons, 2008.
Subjects:
Internet marketing.
Multilevel marketing.
BUSINESS & ECONOMICS > E-Commerce > Internet Marketing.
BUSINESS & ECONOMICS > Mail Order.
BUSINESS & ECONOMICS > Marketing > Direct.
BUSINESS & ECONOMICS > Marketing > Multilevel.
BUSINESS & ECONOMICS > Marketing > Telemarketing.
Internet marketing
Multilevel marketing
Online Access:Click for online access
Table of 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.

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