Multichannel Marketing: Metrics and Methods for On and Offline Success多渠道营销：离线与在线成功法
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作者： Akin Arikan 著
出 版 社：
出版时间： 2008-4-1字数：版次： 1页数： 288印刷时间： 2008/04/01开本： 大16开印次： 1纸张： 胶版纸I S B N ： 9780470239599包装： 平装内容简介
Multichannel Marketing: Metrics and Methods for On and Offline Successgoes 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.
Emphasizing metrics-driven methods for optimizing 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, optimizing online-offline advertising programs, improving online-offline engagements, and building loyalty and improving relationships.
This comprehensive guide is the 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.
作者简介：
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. Clients with case studies in this book include AIRMILES, Best Buy, Vodafone, and Wachovia. Akin is an award-winning industry speaker, frequent contributor to magazines, and blogger (www.MultichannelMetrics.com).
目录
Introduction
Part I Building Blocks for Multichannel Metrics
Chapter 1 With Great Opportunity Come Great Challenges
Multichannel, Schmultichannel!
Just What Kind of Trouble Are Marketers In?
Interruption Marketers, Not Welcome Anymore!
Buyers Want to Be in Charge
Buyers Are Multichannel Beings
Chicken Soup for the Troubled Marketer
Make Marketing More Accountable
Integrate Marketing Communications!
Be Customer Centric!
Leverage the Voice of the Customer
The Missing Puzzle Piece, Multichannel Metrics
Questions Answered
Measuring Absolute Results versus Trends
Challenges to Overcome
Chapter 2 The Web Analyst Tackles Multichannel Metrics Online
A Day Without a Web Analyst?
Steep Hills to Climb for Online Marketing
Web Analytics Contributes Three Levels of Insights
Web Analytics Primer for Multichannel Marketers
Choosing a Web Analytics Solution
Data Is Collected via Logs or Page Tags
Clicks Are Sessionized into Visits
Cookies Turn Visits into Visitors
Registered Usernames Turn Visitors into People
The Big Three Metrics Form Your Baseline
Key Performance Indicators (KPI) Are the Guiding Light
Reports and Dashboards Answer General Questions
Segmentation Leads to Actionable Insights
Analyze This!
Take Action! Otherwise, Why Do Web Analytics?
Attribute Responses to the Right Online Marketing Efforts
Credit Referrers by Help of Referring URLs
Credit Ads with Click-Throughs by Way of Tracking Codes
Infer Ad View-Throughs with Cookies
Infer E-mail View-Throughs Through Matchback
Credit Word-of-Mouth Marketing by Inferring Viral Infection
Success Metrics for Online Marketing
Campaign-Centric Success Metrics
Customer-Centric Success Metrics
Chapter 3 The Offline Marketer’s Bag of Tricks
Blame Evolution, Not Ignorance!
Different Starting Points Rocketed Marketers to Separate Orbits ,
More Comprehensive Perspective on the Customer Life Cycle
More Comprehensive Perspective on the Marketing Cycle
Not Just Descriptive Analytics, But Also Predictive
Differences Between Online and Offline Marketing Are Shrinking
Chapter 4 The Direct Marketer Digs into Multichannel Analytics
The Direct Marketer's Goal
Set a Strategic Communications Plan
Derive Tactical Communications
Link Marketing to Targeting
Predict Individual Response and Value
Select Customer Data to Inform Predictive Analysis
Discover Segments with Exploration and Clustering
Predict and Score Outcomes with Modeling
Case Study of Contact Optimization at Wachovia
Execute Campaigns
Offer Cells for Test and Control
Measure and Attribute Responses
Response Attribution
Blind Spot of the Offline Direct Marketer
Success Metrics for Direct Marketing
Customer Centric Metrics and Flags
Campaign-Centric Success Metrics
Chapter 5 The Brand Marketer’s Take on Multichannel Analytics
The Brand Marketer's Goals and Challenges
What Is Brand Equity?
How Do We Detect Brand Equity?
How Do We Build Brand Equity?
Why Is Advertising So Difficult to Measure?
……
Part II Measurement and Metrics
Chapter 6 Measure Lift Between Online and Offline
Chapter 7 Measure 1:1 Interactions Between Online and Offline
Chapter 8 Measure Multi-Touch Conversions
Part III Multichannel Marketing Methods
Chapter 9 Attract and Acquire
Chapter 10 Engage and Convert
Chapter 11 Grow Lifetime Value
Index