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| Multichannel Marketing: Metrics and Methods for On and Offline Success | 
| Author: Akin Arikan
Publisher: Sybex
Category: Book
List Price: $29.99
Buy New: $13.99
You Save: $16.00 (53%)
Buy New/Used from $13.99
Avg. Customer Rating:  (5 reviews)
Sales Rank: 33689
Languages: English (Original Language), English (Unknown), English (Published)
Media: Paperback
Number Of Items: 1
Pages: 288
Shipping Weight (lbs): 1
Dimensions (in): 9.1 x 7.3 x 0.8
ISBN: 047023959X
Dewey Decimal Number: 658.872
EAN: 9780470239599
ASIN: 047023959X
Publication Date: April 28, 2008
Availability: Usually ships in 1-2 business days
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Product Description
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. 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.
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| Customer Reviews:
EXCELLENT RESOURCE July 24, 2008
1 out of 1 found this review helpful
Multichannel marketing is an excellent resource to learn about how you can combine on and off line marketing integrating it and providing metrics to evaluate campaigns. This is great for seasoned professionals or for those starting out in their career. Highly recommended read to expand your knowledge.
Excellent Book! May 12, 2008
2 out of 2 found this review helpful
This book is written with excellent real-life examples and specific information. And it's written in a tone that's easy to digest, with a voice that's marketer-to-marketer. It's good to take a step back and understand how online and offline campaigns affect each other, especially if you don't actively do both for your job. I'm not finished with the book yet, but I've already subscribed to Akin's Blog (www.multichannelmetrics.com) and sent the link to my team!
Extermely engaging book on Multichannel Marketing May 12, 2008
2 out of 2 found this review helpful
As the online and the offline worlds collide from a marketing perspective, practitioners need to be fully prepared to leverage the wealth of opportunities this creates. The Multichannel Maketing book is targeted to this exact cause.
As an online marketer myself, I found this book extremely engaging and useful as we delve into combining our online and offline marketing efforts.
Since the only way to prove that our marketing efforts are paying off is measure, measure, measure, the measurement and metrics section of this book gave me a good grounding on what I need to do in terms of metrics.
Overall, it's a great book, especially if you are looking at multiple channels to achieve your marketing goals.
This is an IMPORTANT book.... May 10, 2008
3 out of 3 found this review helpful
As a consultant, I interact with marketers everyday. Everytime I begin a new engagement, I spend volumes of time creating a common language and understanding around what "multi-channel marketing" means in today's world...certainly not an efficient investment of my time or my client's dollars.
FINALLY, there is a book that meets MY standards on both the theory and practice of multichannel marketing. Akin's book "Multichannel Marketing: Metrics and Methods for On and Offline Success" provides unique insight and understanding to help marketers either begin the process of executing more complete multi-channel marketing efforts, or refine existing programs.
What I found especially compelling about Akin's book was the very natural and organic progression within each chapter. Chapters open with a quick summary of a business challenge/opportunity. His descriptions (often complimented by case studies) are direct and to-the-point...easily consumed by the multi-channel newbie. As he digs deeper into each topic he offers perspective that even the most seasoned CMOs will find actionable nuggets of wisdom in (I LOVED the Chapter 6 on Measuring Lift Between On-line and Offline).
In closing - is there value in Akin's first book? No matter what your currently level of expertise is...this book will make you a better marketer.
Groundbreaking book on multichannel marketing metrics! May 10, 2008
7 out of 7 found this review helpful
In this book, Akin Arikan walks us through the whole process of measuring online and offline activities using Web Analytics. He presents both theoretical advices and live examples of how his theories have been (can be) applied.
As a Web Analyst and an online marketer I look forward to adding the methods presented in the book to my repertoire. The jargon alerts alone are worth the read.
The book is very well written and should be required reading for marketers and analysts on the web. The interaction between online and offline is becoming more and more important, and companies must understand how to integrate all their marketing efforts.
I warmly recommend reading this book.
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