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Multichannel Marketing: Metrics and Methods for On and Offline Success
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.
CONTENTS:
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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