Multichannel marketing: metrics and methods for on and offline success
Arikan, Akin
26,10 €(IVA inc.)
INDICE: 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 DigsInto Multichannel Analytics. 5. The Brand Advertiser's Take On Multichannel Analytics. Part II. Measurement And Metrics. 6. Measure Lift Between Online andOffline. 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.
- ISBN: 978-0-470-23959-9
- Editorial: John Wiley
- Encuadernacion: Rústica
- Páginas: 312
- Fecha Publicación: 07/05/2008
- Nº Volúmenes: 1
- Idioma: Inglés