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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
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
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.
| Medium: | Taschenbuch |
|---|---|
| Seiten: | 312 |
| Inhalt: | 312 S. |
| ISBN-13: | 9780470239599 |
| ISBN-10: | 047023959X |
| Sprache: | Englisch |
| Herstellernummer: | 14523959000 |
| Einband: | Kartoniert / Broschiert |
| Autor: | Arikan, Akin |
| Hersteller: |
Wiley
John Wiley & Sons |
| Maße: | 235 x 191 x 17 mm |
| Von/Mit: | Akin Arikan |
| Erscheinungsdatum: | 01.04.2008 |
| Gewicht: | 0,59 kg |
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.
| Medium: | Taschenbuch |
|---|---|
| Seiten: | 312 |
| Inhalt: | 312 S. |
| ISBN-13: | 9780470239599 |
| ISBN-10: | 047023959X |
| Sprache: | Englisch |
| Herstellernummer: | 14523959000 |
| Einband: | Kartoniert / Broschiert |
| Autor: | Arikan, Akin |
| Hersteller: |
Wiley
John Wiley & Sons |
| Maße: | 235 x 191 x 17 mm |
| Von/Mit: | Akin Arikan |
| Erscheinungsdatum: | 01.04.2008 |
| Gewicht: | 0,59 kg |
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