Multichannel marketing : metrics and methods for on and offline success

By: Akin ArikanPublication details: Indianapolis : Wiley Publishing, c2008. Description: xxiv, 288 p. : ill. ; 24 cmISBN: 9780470239599Subject(s): 1. Internet marketing. 2. Multilevel marketingDDC classification: 658.872 ARI

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Holdings
Item type	Current library	Home library	Call number	Status	Date due	Barcode	Item holds
English Lending	Villa College QI Campus	Villa College Library	658.872 ARI (Browse shelf(Opens below))	In transit from Villa College QI Campus to Villa College Library since 11/15/2022		3410

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Contents:
Part I. Building blocks for multichannel metrics
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. The brand advertiser's take on multichannel analytics
Part II. Measurement and metrics
6. Measure lift between online and offline
7. Measure 1:1 interactions between online and offline
8. Measure multi-touch conversions
Part III. Multichannel marketing methods
9. Attract and acquire
10. Engage and convert
11. Grow lifetime value.

Includes index.

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