Need to get to grips with, or brush up on the latest advice on Multichannel Marketing?
If so, you could do no worse than pick up a copy of ‘Multichannel Marketing: Metrics and Methods for On and Offline Success’
The new book from Akin Arikan goes 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.
Emphasising metrics-driven methods for optimising 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, optimising online-offline advertising programs, improving online-offline engagements, and building loyalty and improving relationships.
The guide is a 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.
Case studies in the book include AIRMILES, Best Buy, Vodafone, and Wachovia.
Fans include Don Peppers and Martha Rogers, who say, “The marketing task is getting steadily more complex. If you want to continue with a career in marketing, you’re just going to have to deal with it.
“And you can start by reading this book to learn how to deal with it.”
Author, 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.
Akin is an award-winning industry speaker, frequent contributor to magazines, and blogger (MultichannelMetrics.com).
‘Multichannel Marketing: Metrics and Methods for On and Offline Success’ by Akin Arikan is published by Sybex and priced £15 ($29.99).
It is available from all good bookstores and Wiley.com