Multichannel Marketing
Metrics and Methods for On and Offline Success
(Sprache: Englisch)
Multichannel Marketing: Metrics and Methods for On and Offline Successgoes beyond top level, strategic discussions of customer centric marketing to offer today s in the trenches marketing professionals the information they need: practical, tested methods...
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Multichannel Marketing: Metrics and Methods for On and Offline Successgoes beyond top level, strategic discussions of customer centric marketing to offer today s in the trenches marketing professionals the information they need: practical, tested methods and metrics for multichannel marketing programs.
Klappentext zu „Multichannel Marketing “
Bridge the Online-Offline Chasm and Achieve Measurable SuccessNo 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:
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Develop better marketing programs and get the data to prove it
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Tap into the secrets of online, direct, and brand marketers
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Apply proven techniques to build loyalty and grow lifetime value
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Create actionable customer profiles to determine the best sales opportunities
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Optimize online-offline advertising programs to get the best ROI
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Measure online and offline lift in your marketing programs
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Select the right metrics for your specific needs--from online to direct to brand marketing, and more
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Collect measurements and report on customer behavior across channels
Multichannel Marketing: Metrics and Methods for On and Offline Success is the first and only book to go beyond top-level, strategic discussions of customer-centric marketing to offer today's in-the-trenches marketing professionals the information they need: practical, tested methods and metrics for multichannel marketing programs.
Emphasizing metrics-driven methods for optimizing marketing programs across channels, the book features practical advice, time-tested and successful techniques, real-world metrics, and engaging case studies. It begins with an overview of today's marketing landscape before discussing such important topics as measuring online and offline lift and conversions, creating actionable customer profiles, optimizing online-offline advertising programs, improving online-offline engagements, and building loyalty and improving relationships.
This comprehensive guide is the complete resource for marketing practitioners who want to develop better marketing programs (and have the data to prove it), increase conversion rates, and build better relationships with their customers.
Emphasizing metrics-driven methods for optimizing marketing programs across channels, the book features practical advice, time-tested and successful techniques, real-world metrics, and engaging case studies. It begins with an overview of today's marketing landscape before discussing such important topics as measuring online and offline lift and conversions, creating actionable customer profiles, optimizing online-offline advertising programs, improving online-offline engagements, and building loyalty and improving relationships.
This comprehensive guide is the complete resource for marketing practitioners who want to develop better marketing programs (and have the data to prove it), increase conversion rates, and build better relationships with their customers.
Inhaltsverzeichnis zu „Multichannel Marketing “
Part I. Building Blocks For Multichannel Metrics1. With Great Opportunity Come Great Challenges
2. The Web Analyst Tackles Multichannel Metrics Online
3. The Offline Marketer's Bag of Tricks
4. The Direct Marketer Digs Into Multichannel Analytics
5. The Brand Advertiser's Take On Multichannel Analytics
Part II. Measurement And Metrics
6. Measure Lift Between Online and Offline
7. Measure 1:1 Interactions Between Online and Offline
8. Measure Multi-Touch Conversions
Part III. Multichannel Marketing Methods
9. Attract and Acquire
10. Engage and Convert
11. Grow Lifetime Value
Autoren-Porträt von Akin Arikan
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).
Bibliographische Angaben
- Autor: Akin Arikan
- 2008, 1. Auflage, 252 Seiten, Masse: 19,1 x 23,5 cm, Kartoniert (TB), Englisch
- Verlag: Wiley & Sons
- ISBN-10: 047023959X
- ISBN-13: 9780470239599
- Erscheinungsdatum: 05.05.2008
Sprache:
Englisch
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