Multichannel Marketing
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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.
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
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
