Akin Arikan - Multichannel Marketing: Metrics and Methods for On and Offline Success

Advance Praise for Multichannel Marketing

If the past decade has been marked by widespread adoption of online marketing channels, the future must surely witness better integration of online and offline interactions. Customers want complete flexibility to use the channels that suit them best. Multichannel Marketing provides excellent down-to-earth insights on how to move from theory to practice, enabling customer-centric engagement while delivering a solid marketing ROI.

Bob Thompson, Founder and CEO, CustomerThink Corp.

In your pursuit to measure and manage the TRUE impact of marketing, you must read Multichannel Marketing and put its good advice to practice. Akin Arikan provides excellent insight into the terminology, measurement techniques, and best practices necessary to get online and offline marketing managers aligned and working collaboratively toward improving marketing profitability.

Jim Lenskold, President of Lenskold Group and author of Marketing ROI

With multichannel marketing emerging as the next big challenge for todays enterprise, Multichannel Marketing: Metrics and Methods for On and Offline Success provides the in-depth knowledge needed for building a successful multichannel marketing program. Akins straightforward approach to a complex topic will bring many actionable insights to the student of multichannel marketing.

Josh Manion, CEO, web analytics consultancy Stratigent

Integrated marketing has become a buzz phrase that marketers set as an ideal but struggle to act upon beyond a single campaign with multiple components. This book seeks to change that by introducing marketers from disparate disciplines to one another, making a clear and compelling case around why it makes sense for them to pool their efforts, and providing realistic approaches and practical tools to help them get beyond campaign and channel-centric approaches and move towards multichannel and customer-centric approaches. Way to go, Akin!

Elana Anderson, Marketing Strategy Consultant, NxtERA Marketing

If you operate your company online (web, e-mail, etc.), you are multichannel. If your company has both on- and off-line touchpoints (store, website, catalog, call center, etc.), you are a multichannel company. If you are a multichannel company, you need to read this book. Whether you are just starting to create and analyze multichannel metrics, or have been doing it for years, this book codifies best practices in multichannel analytics.

Jack Aaronson, Multichannel Marketing Expert and CEO of The Aaronson Group

As my good friend David Hughes says, we live in a nonline worldmove over offline and online!! There is little you do with your offline efforts that wont impact your online presencevice versa, anything you do online will have an offline impact. We have all struggled to measure the holistic impact of our marketing efforts in this nonline world. But we are lucky to have someone of Akins intellect and experience to show us how. This book will erase a lot of your headaches!

Avinash Kaushik, author of Web Analytics: An Hour A Day and the Occams Razor blog

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Copyright 2008 by Wiley Publishing, Inc., Indianapolis, Indiana

Published simultaneously in Canada

ISBN-13: 978-0-470-23959-9ISBN-10: 0-470-23959-X

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Library of Congress Cataloging-in-Publication Data:
Arikan, Akin, 1969
Multichannel marketing : metrics and methods for on and offline success / Akin Arikan. 1st ed.
p. cm.
ISBN 978-0-470-23959-9 (paper/website)
1. Internet marketing. 2. Multilevel marketing. I. Title.
HF5415.1265.A75 2008
658.872dc22
2008008356

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