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Multichannel Marketing: Metrics and Methods for On and Offline Success

ISBN: 978-0-470-23959-9
Paperback
312 pages
April 2008
List Price: US $29.99
Government Price: US $15.29
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Multichannel Marketing: Metrics and Methods for On and Offline Success (047023959X) cover image
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Introduction.

Part I Building Blocks for Multichannel Metrics.

Chapter 1 With Great Opportunity Come Great Challenges.

Chapter 2 The Web Analyst Tackles Multichannel Metrics Online.

Chapter 3 The Offline Marketer’s Bag of Tricks.

Chapter 4 The Direct Marketer Digs into Multichannel Analytics.

Chapter 5 The Brand Marketer’s Take on Multichannel Analytics.

Part II Measurement and Metrics.

Chapter 6 Measure Lift Between Online and Offline.

Chapter 7 Measure 1:1 Interactions Between Online and Offline.

Chapter 8 Measure Multi-Touch Conversions.

Part III Multichannel Marketing Methods.

Chapter 9 Attract and Acquire.

Chapter 10 Engage and Convert.

Chapter 11 Grow Lifetime Value.

Index.

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