Multichannel marketing : metrics and methods for on and offline success /
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| Autor principal: | |
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| Formato: | Livro |
| Idioma: | English |
| Publicado em: |
Indianapolis, Ind. :
Wiley Pub.,
c2008.
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| coleção: | Serious skills.
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| Assuntos: | |
| Acesso em linha: | Contributor biographical information Publisher description Table of contents only |
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| Thư viện lưu trữ: | Mạng thư viện Đại học Đà Nẵng |
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Sumário:
- With great opportunity come great challenges
- The web analyst tackles multichannel metrics online
- The offline marketer's bag of tricks
- The direct marketer digs into multichannel analytics
- The brand marketer's take on multichannel analytics
- Measure lift between online and offline
- Measure 1:1 interactions between online and offline
- Measure multi-touch conversions
- Attract and acquire
- Engage and convert
- Grow lifetime value.