Wiley Multichannel Marketing - Metrics and Methods for On and Offline Success

Improve your organization's bottom line with Multichannel Marketing: Metrics and Methods for On and Offline Success. It goes 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. Develop better marketing programs and get the data to prove it Tap into the secrets of online, direct, and brand marketers Apply proven techniques to build loyalty and grow lifetime value Create actionable customer profiles to determine the best sales opportunities Optimize online-offline advertising programs to get the best ROI Measure online and offline lift in your marketing programs Select the right metrics for your specific needs?from online to direct to brand marketing, and more Collect measurements and report on customer behavior across channels