Multichannel Marketing: Metrics and Methods for On and Offline Success多渠道营销：离线与在线成功法 115盘 下载 pdf txt 电子版 mobi snb docx

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).

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

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