Multichannel marketing metrics and methods for on and offline success

Includes index; 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...

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Glavni avtor: Arikan, Akin
Format: Knjiga
Jezik:Undetermined
Izdano: Indianapolis, Ind. Wiley Pub 2008
Teme:
Online dostop:http://lrc.tdmu.edu.vn/opac/search/detail.asp?aID=2&ID=34644
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Thư viện lưu trữ: Trung tâm Học liệu Trường Đại học Thủ Dầu Một
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Izvleček:Includes index; 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; Quỹ Châu Á
Fizični opis:xxiv, 288 p.