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 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.

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).

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.