Extent: | 1 online resource (314 pages) |
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Series: | |
Type of publication: | Book / Working Paper |
Language: | English |
Notes: | Description based on publisher supplied metadata and other sources. Multichannel Marketing: Metrics and Methods for On and Offline Success; Acknowledgments; About the Author; Foreword; Contents; Introduction; Part I: Building Blocks for Multichannel Metrics; Chapter 1: With Great Opportunity Come Great Challenges; Chapter 2: The Web Analyst Tackles Multichannel Metrics Online; Chapter 3: The Offline Marketer's Bag of Tricks; Chapter 4: The Direct Marketer Digs into Multichannel Analytics; Chapter 5: The Brand Marketer's Take on Multichannel Analytics; Part II: Measurement and Metrics; Chapter 6: Measure Lift Between Online and Offline Chapter 7: Measure 1:1 Interactions Between Online and OfflineChapter 8: Measure Multi-Touch Conversions; Part III: Multichannel Marketing Methods; Chapter 9: Attract and Acquire; Chapter 10: Engage and Convert; Chapter 11: Grow Lifetime Value; Index |
ISBN: | 978-0-470-37887-8 ; 978-0-470-23959-9 |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012688682