Multichannel Marketing: Metrics and Methods for On and Offline Success

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.

This book covers multichannel tracking and analytics very thoroughly. Very intuitive. Well thought out. Even if you don't do multichannel analytics on the grand scale that the book is aimed at it is still a very good read.

I had to purchase this book for school otherwise I would not have bought it. This book is kind of hard to read because it is kind of boring.

I'm currently on page 27 and I'm literally pushing myself through. This is one of the most boring books I've ever read on the subject!! I purchased this book because of the positive feedback that was listed, however, I will be sending this book back if it doesn't improve in the next few pages.