Multichannel Marketing: Metrics and Methods

Author: Akin Arikan
Sybex, 2008

  1. With Great Opportunity Come Great Challenges
  2. The Web Analyst Tackles Multichannel Metrics Online
  3. The Offline Marketer's Bag of Tricks
  4. The Direct Marketer Digs Into Multichannel Analytics
  5. Brand Advertisers on Multichannel Analytics
  6. Comparison in Measures of Lift
  7. Comparing 1:1 Interactions Between Channels
  8. Measure Multi-Touch Conversions
  9. Attract and Acquire
  10. Engage and Convert
  11. Grow Lifetime Value