Multichannel Marketing: Metrics and Methods for On and Offline Success - Softcover

Über die Autorin bzw. den Autor

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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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

Aus dem Klappentext

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