Multichannel Marketing: Metrics and Methods for On and Offline Success

This is a great book for anyone who wants a detailed guide on KPI’s for web analytics and multi-channel marketing measurements.
Rating: 3 / 5

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.
Rating: 4 / 5

For someone who is a novice to online marketing, the book was easy to read and understand. Consumers today have a growing list of communication avenues to choose from. An example of this is web 2.0 social media. It has helped spawn new and reinventing avenues. The book discusses the challenge marketers face in weaving disparate customer insights from the plethora of channels in existence. Some companies still separate their offline and online marketing initiatives. Customer-centricity success can be achieved by understanding offline and online channels. The author provides an overview and practical methods to integrate the channels.

The book is divided into 3 parts: I-defining the problems in various marketing channels today, II- measuring the metrics, III-leveraging the metrics to integrate the multichannels. Anyone who reads the book will be able to understand Akin’s definition of the technical jargons. I found the introduction of KPIs and web analytics in chapter 2 very useful. The guts of the book are in part II because Akin shows how to use metrics to predict consumer behavior.

I enjoyed reading this book and its use of case and point technique. The Best Buy example of measuring lift between online and offline was very relevant. The lesson I’ve learned is that the marketing landscape is changing at a stunning pace. Few have yet to mastered this new frontier. Thus it is important for marketers to leverage all the available metrics measurement tools available. I would recommend this book to traditional offline marketers and novices as handy guide to the revolution in online marketing.
Rating: 4 / 5

Multichannel marketing is an excellent resource to learn about how you can combine on and off line marketing integrating it and providing metrics to evaluate campaigns. This is great for seasoned professionals or for those starting out in their career. Highly recommended read to expand your knowledge.
Rating: 5 / 5

At first I was going to call this review “Communicating Across Silos” but as I thought about all that I had learned from this excellent book and what I now wanted to do “Acting” seemed more accurate than “Communicate”.

Arikan’s book looks at the key question of how we communicate with customers across channels and support them as they move through the purchase funnel (or as Digitas would have it, the purchase hourglass, as one wants to manage relationships long past time of purchase). As he says, the customer is multichannel, you better be too.

The book first takes us through the tools, methods and metrics that have been developed in brand, direct and on-line marketing. These chapters alone are more than worth the price of the book. I was familiar with the on-line and brand material, use most of it, but I confess that I was not as familiar as I should have been with the techniques of direct marketing. Reading this book I now understand their power and relevance and am eager to find ways to apply them. One of the delightful features of this book are the “Jargon Alerts” that help one map vocabularies across disciplines (more books should do this).

After providing a grounding in the different techniques, Arikan helps us apply them in an integrated fashion so that we can (i) measure lift between on-line and off-line, (ii) understand one-to-one interactions between on-line and off-line (for a specific consumer) and (iii) understand multi-touch conversaions.

The book concludes with thee excellent chapters on Attract & Acquire, Engage & Convert and finally Grow Liftime Value.

The significance of this book goes well beyond marketing. Anyone interested in how the virtual and physical worlds are blending will benefit from reading it.
Rating: 5 / 5