Multichannel Marketing

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.

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.