Multichannel Marketing

( 1 )

Overview

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 ...

See more details below
Other sellers (Paperback)
  • All (20) from $1.99   
  • New (9) from $5.99   
  • Used (11) from $1.99   

Overview

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.

Read More Show Less

Product Details

  • ISBN-13: 9780470239599
  • Publisher: Wiley
  • Publication date: 4/28/2008
  • Edition number: 1
  • Pages: 312
  • Product dimensions: 7.30 (w) x 9.10 (h) x 0.80 (d)

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).

Read More Show Less

Table of 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.

Read More Show Less

Customer Reviews

Average Rating 5
( 1 )
Rating Distribution

5 Star

(1)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously
Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted May 9, 2008

    A Very Impressive Book!

    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.

    1 out of 1 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
Sort by: Showing 1 Customer Reviews

If you find inappropriate content, please report it to Barnes & Noble
Why is this product inappropriate?
Comments (optional)