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Multichannel Marketing: Metrics and Methods for On and Offline Success (Anglais) Broché – 24 avril 2008

5.0 étoiles sur 5 1 commentaire client

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Description du produit

Présentation de l'éditeur

No longer can the offline remain separate from the online. Integrated, customer–centric, cross–channel marketing campaigns persuade customers to act, provide greater ROI, and ultimately improve your organization′s bottom line. This must–have guide synthesizes the successful methods and metrics that online, direct, and brand marketers have employed for years so that you can develop, implement, and measure successful cross–channel campaigns. Multichannel marketing expert Akin Arikan takes you from customer acquisition to customer relationship management with strategic advice, effective case studies, and proven metrics.

Quatrième de couverture

Bridge the Online–Offline Chasm and Achieve Measurable Success

No longer can the offline remain separate from the online. Integrated, customer–centric, cross–channel marketing campaigns persuade customers to act, provide greater ROI, and ultimately improve your organization′s bottom line.

This must–have guide synthesizes the successful methods and metrics that online, direct, and brand marketers have employed for years so that you can develop, implement, and measure successful cross–channel campaigns. Multichannel marketing expert Akin Arikan takes you from customer acquisition to customer relationship management with strategic advice, effective case studies, and proven metrics. Learn how to:

  • Develop better marketing programs and get the data to prove it

  • Tap into the secrets of online, direct, and brand marketers

  • Apply proven techniques to build loyalty and grow lifetime value

  • Create actionable customer profiles to determine the best sales opportunities

  • Optimize online–offline advertising programs to get the best ROI

  • Measure online and offline lift in your marketing programs

  • Select the right metrics for your specific needs from online to direct to brand marketing, and more

  • Collect measurements and report on customer behavior across channels

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Format: Broché
Un ouvrage que je recommande fortement ! Dans cet ouvrage, Akin nous présente le processus complet pour mesurer les activités marketing en ligne et hors ligne avec l'analytique Web. Il explique bien à l'aide d'exemples et dans un vocabulaire clair et compréhensible comment les actions marketing en ligne et hors ligne vont de paire et peuvent mener à la réussite.
Bravo pour cet ouvrage !
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Commentaires client les plus utiles sur Amazon.com (beta) (Peut contenir des commentaires issus du programme Early Reviewer Rewards)

Amazon.com: 3.8 étoiles sur 5 13 commentaires
2 internautes sur 3 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Acting Across Silos 22 mai 2009
Par Steven Forth - Publié sur Amazon.com
Format: Broché Achat vérifié
At first I was going to call this review "Communicating Across Silos" but as I thought about all that I had learned from this excellent book and what I now wanted to do "Acting" seemed more accurate than "Communicate".

Arikan's book looks at the key question of how we communicate with customers across channels and support them as they move through the purchase funnel (or as Digitas would have it, the purchase hourglass, as one wants to manage relationships long past time of purchase). As he says, the customer is multichannel, you better be too.

The book first takes us through the tools, methods and metrics that have been developed in brand, direct and on-line marketing. These chapters alone are more than worth the price of the book. I was familiar with the on-line and brand material, use most of it, but I confess that I was not as familiar as I should have been with the techniques of direct marketing. Reading this book I now understand their power and relevance and am eager to find ways to apply them. One of the delightful features of this book are the "Jargon Alerts" that help one map vocabularies across disciplines (more books should do this).

After providing a grounding in the different techniques, Arikan helps us apply them in an integrated fashion so that we can (i) measure lift between on-line and off-line, (ii) understand one-to-one interactions between on-line and off-line (for a specific consumer) and (iii) understand multi-touch conversaions.

The book concludes with thee excellent chapters on Attract & Acquire, Engage & Convert and finally Grow Liftime Value.

The significance of this book goes well beyond marketing. Anyone interested in how the virtual and physical worlds are blending will benefit from reading it.
5.0 étoiles sur 5 Must Read For Anyone Interested in Marketing Analytics 17 mai 2014
Par Meir - Publié sur Amazon.com
Format: Broché Achat vérifié
This book covers multichannel tracking and analytics very thoroughly. Very intuitive. Well thought out. Even if you don't do multichannel analytics on the grand scale that the book is aimed at it is still a very good read.
0 internautes sur 1 ont trouvé ce commentaire utile 
3.0 étoiles sur 5 Ok book 30 janvier 2015
Par Sarah Campbell - Publié sur Amazon.com
Format: Broché Achat vérifié
I had to purchase this book for school otherwise I would not have bought it. This book is kind of hard to read because it is kind of boring.
3 internautes sur 11 ont trouvé ce commentaire utile 
1.0 étoiles sur 5 Boring, Boring, Boring!! 27 octobre 2010
Par Ben - Publié sur Amazon.com
Format: Broché Achat vérifié
I'm currently on page 27 and I'm literally pushing myself through. This is one of the most boring books I've ever read on the subject!! I purchased this book because of the positive feedback that was listed, however, I will be sending this book back if it doesn't improve in the next few pages.
13 internautes sur 14 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Groundbreaking book on multichannel marketing metrics! 10 mai 2008
Par Daniel Waisberg - Publié sur Amazon.com
Format: Broché
In this book, Akin Arikan walks us through the whole process of measuring online and offline activities using Web Analytics. He presents both theoretical advices and live examples of how his theories have been (can be) applied.

As a Web Analyst and an online marketer I look forward to adding the methods presented in the book to my repertoire. The jargon alerts alone are worth the read.

The book is very well written and should be required reading for marketers and analysts on the web. The interaction between online and offline is becoming more and more important, and companies must understand how to integrate all their marketing efforts.

I warmly recommend reading this book.
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