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Multichannel marketing : metrics and methods for on and offline success

By: Arikan, Akin
Series: Serious skills.Publisher: Indianapolis, Ind. : Wiley Pub., c2008.Description: 314 p.ISBN: 9780470239599Subject(s): Internet marketing | Multilevel marketing | Internet MarketingDDC classification: 658.872 AR MU Online resources: Ebook
Summary:
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.
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Item type Home library Call number url Status Date due Barcode Item holds
eBook University of Wollongong in Dubai
eBook 		658.872 AR MU (Browse shelf) link Available T0065317
Total holds: 0

With great opportunity come great challenges --
The web analyst tackles multichannel metrics online --
The offline marketer's bag of tricks --
The direct marketer digs into multichannel analytics --
The brand marketer's take on multichannel analytics --
Measure lift between online and offline --
Measure 1:1 interactions between online and offline --
Measure multi-touch conversions --
Attract and acquire --
Engage and convert --
Grow lifetime value.


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.

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