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Sinopsis
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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Acerca del autor
Akin Arikan is a Senior Segment Manager for Internet marketing at Unica, where he is responsible for ensuring customer satisfaction with Unica's web analytics and Internet marketing solutions. Clients with case studies in this book include AIRMILES, Best Buy, Vodafone, and Wachovia. Akin is an award-winning industry speaker, frequent contributor to magazines, and blogger (www.MultichannelMetrics.com).
De la contraportada
Bridge the Online-Offline Chasm and Achieve MeasurableSuccess
No longer can the offline remain separate from the online.Integrated, customer-centric, cross-channel marketing campaignspersuade customers to act, provide greater ROI, and ultimatelyimprove your organization's bottom line.
This must-have guide synthesizes the successful methods andmetrics that online, direct, and brand marketers have employed foryears so that you can develop, implement, and measure successfulcross-channel campaigns. Multichannel marketing expert Akin Arikantakes you from customer acquisition to customer relationshipmanagement with strategic advice, effective case studies, andproven metrics. Learn how to:
Develop better marketing programs and get the data to proveit
Tap into the secrets of online, direct, and brand marketers
Apply proven techniques to build loyalty and grow lifetimevalue
Create actionable customer profiles to determine the best salesopportunities
Optimize online-offline advertising programs to get the bestROI
Measure online and offline lift in your marketing programs
Select the right metrics for your specific needs—fromonline to direct to brand marketing, and more
Collect measurements and report on customer behavior acrosschannels
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Multichannel Marketing: Metrics and Methods for On and Offline Success
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Multichannel Marketing : Metrics and Methods for on and Offline Success
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Multichannel Marketing
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Paperback. Condición: New. 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. Nº de ref. del artículo: LU-9780470239599
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