Multichannel Marketingby Akin Arikan
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.
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Meet 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).
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Just got my book yesterday. On my first pass it looks very impressive. A ton of stuff to read and learn! My background is in direct marketing. So the web analytics and advertising measurement pieces are the key take away for me. The 'Jargon Alerts' throughout the book were worth the buy for me already. Look forward to applying the online-offline metrics for my clients.