Multichannel Marketing: Metrics and Methods
Author: Akin Arikan
Sybex, 2008
- With Great Opportunity Come Great Challenges
- The Web Analyst Tackles Multichannel Metrics Online
- The Offline Marketer's Bag of Tricks
- The Direct Marketer Digs Into Multichannel Analytics
- Brand Advertisers on Multichannel Analytics
- Comparison in Measures of Lift
- Comparing 1:1 Interactions Between Channels
- Measure Multi-Touch Conversions
- Attract and Acquire
- Engage and Convert
- Grow Lifetime Value