Multichannel Marketing: Metrics and Methods for On and Offline Success | 
 enlarge | Author: Akin Arikan
Publisher: Sybex
Category: Book
List Price: $29.99
Buy New: $6.45
You Save: $23.54 (78%)
New (39) Used (13) from $6.45
Avg. Customer Rating:  6 reviews
Sales Rank: 84815
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
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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| Customer Reviews: Read 1 more reviews...
 Great book, would recommend to others September 22, 2008
0 out of 1 found this review helpful
This is a great book for anyone who wants a detailed guide on KPI's for web analytics and multi-channel marketing measurements.
 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.
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