Multichannel Marketing: Metrics and Methods for On and Offline Success

314 Pages·2008·4.09 MB·English

by  Akin Arikan

39599ffirs.qxd 3/15/08 11:18 PM Page v
Multichannel
Marketing
Metrics and Methods for
On and Offline Success
AKIN ARIKAN
Wiley Publishing,Inc.
39599ffirs.qxd 3/15/08 11:18 PM Page iv
39599ffirs.qxd 3/15/08 11:18 PM Page i
Advance Praise for Multichannel Marketing
If the past decade has been marked by widespread adoption of online marketing channels,
the future must surely witness better integration of online and offline interactions.
Customers want complete flexibility to use the channels that suit them best. Multichannel
Marketingprovides excellent down-to-earth insights on how to move from theory to
practice, enabling customer-centric engagement while delivering a solid marketing ROI.
—BOBTHOMPSON,Founder and CEO, CustomerThink Corp.
In your pursuit to measure and manage the TRUE impact of marketing, you must read
Multichannel Marketingand put its good advice to practice. Akin Arikan provides excel-
lent insight into the terminology, measurement techniques, and best practices necessary to
i
get online and offline marketing managers aligned and working collaborativelytoward
■
improving marketing profitability. IN
T
—JIMLENSKOLD,President of Lenskold Group and author of Marketing ROI R
O
D
U
With multichannel marketing emerging as the next big challenge for today’s enterprise, Mul- C
T
IO
tichannel Marketing: Metrics and Methods for On and Offline Successprovides the in-depth N
knowledge needed for building a successful multichannel marketing program. Akin’s
straightforward approach to a complex topic will bring many actionable insights to the stu-
dent of multichannel marketing.
—JOSHMANION,CEO, web analytics consultancy Stratigent
“Integrated marketing” has become a buzz phrase that marketers set as an ideal but strug-
gle to act upon beyond a single campaign with multiple components. This book seeks to
change that by introducing marketers from disparate disciplines to one another, making a
clear and compelling case around why it makes sense for them to pool their efforts, and
providing realistic approaches and practical tools to help them get beyond campaign and
channel-centric approaches and move towards multichannel and customer-centric
approaches. Way to go, Akin!
—ELANAANDERSON,Marketing Strategy Consultant, NxtERA Marketing
If you operate your company online (web, e-mail, etc.), you are multichannel. If your
company has both on- and off-line touchpoints (store, website, catalog, call center, etc.),
you are a multichannel company. If you are a multichannel company, you need to read
this book. Whether you are just starting to create and analyze multichannel metrics, or have
been doing it for years, this book codifies best practices in multichannel analytics.
—JACKAARONSON,Multichannel Marketing Expert and
CEO of The Aaronson Group
39599ffirs.qxd 3/15/08 11:18 PM Page ii
As my good friend David Hughes says, we live in a “nonline” world—move over offline
and online!! There is little you do with your offline efforts that won’t impact your online
presence—vice versa, anything you do online will have an offline impact. We have all
struggled to measure the holistic impact of our marketing efforts in this nonline world.
Butwe are lucky to have someone of Akin’s intellect and experience to show us how.
Thisbook will erase a lot of your headaches!
—AVINASHKAUSHIK,author of Web Analytics: An Hour A Day
and the Occam’s Razorblog
39599ffirs.qxd 3/15/08 11:18 PM Page iii
Multichannel
Marketing
39599ffirs.qxd 3/15/08 11:18 PM Page iv
39599ffirs.qxd 3/15/08 11:18 PM Page v
Multichannel
Marketing
Metrics and Methods for
On and Offline Success
AKIN ARIKAN
Wiley Publishing,Inc.
39599ffirs.qxd 3/19/08 7:11 AM Page vi
Acquisitions Editor: WILLEMKNIBBE
Development Editor: PETEGAUGHAN
Production Editor: ELIZABETHGINNSBRITTEN
Copy Editor: KATHYGRIDERCARLYLE
Production Manager: TIMTATE
Vice President and Executive Group Publisher: RICHARDSWADLEY
Vice President and Executive Publisher: JOSEPHB. WIKERT
Vice President and Publisher: NEILEDDE
Compositor: KATEKAMINSKI, HAPPENSTANCETYPE-O-RAMA
Proofreader: RACHELGUNN
Indexer: NANCYGUENTHER
Cover Designer: RYANSNEED
Cover Image: ©TOMNULENS/ISTOCKPHOTO
Copyright © 2008 by Wiley Publishing, Inc., Indianapolis, Indiana
Published simultaneously in Canada
ISBN-13: 978-0-470-23959-9
ISBN-10: 0-470-23959-X
No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechani-
cal, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act,
without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright
Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, [phone], fax [phone]. Requests to the Publisher for permission
should be addressed to the Legal Department, Wiley Publishing, Inc., 10475 Crosspoint Blvd., Indianapolis, IN 46256, [phone], fax
[phone], or online at http://www.wiley.com/go/permissions.
Limit of Liability/Disclaimer of Warranty: The publisher and the author make no representations or warranties with respect to the accuracy or
completeness of the contents of this work and specifically disclaim all warranties, including without limitation warranties of fitness for a par-
ticular purpose. No warranty may be created or extended by sales or promotional materials. The advice and strategies contained herein may
not be suitable for every situation. This work is sold with the understanding that the publisher is not engaged in rendering legal, accounting,
or other professional services. If professional assistance is required, the services of a competent professional person should be sought. Neither
the publisher nor the author shall be liable for damages arising herefrom. The fact that an organization or website is referred to in this work
as a citation and/or a potential source of further information does not mean that the author or the publisher endorses the information the
organization or website may provide or recommendations it may make. Further, readers should be aware that Internet websites listed in this
work may have changed or disappeared between when this work was written and when it is read.
For general information on our other products and services or to obtain technical support, please contact our Customer Care Department
within the U.S. at [phone], outside the U.S. at [phone] or fax [phone].
Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books.
Library of Congress Cataloging-in-Publication Data:
Arikan, Akin, 1969-
Multichannel marketing : metrics and methods for on and offline success / Akin Arikan. — 1st ed.
p. cm.
ISBN 978-0-470-23959-9 (paper/website)
1. Internet marketing. 2. Multilevel marketing. I. Title.
HF5415.1265.A75 2008
658.8'72—dc22
2008008356
TRADEMARKS: Wiley, the Wiley logo, and the Sybex logo are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its
affiliates, in the United States and other countries, and may not be used without written permission. All other trademarks are the property of
their respective owners. Wiley Publishing, Inc., is not associated with any product or vendor mentioned in this book.
10 9 8 7 6 5 4 3 2 1
39599ffirs.qxd 3/15/08 11:18 PM Page vii
Dear Reader,
Thank you for choosing Multichannel Marketing:Metrics and Methods for
On and Offline Success.This book is part of a family of premium quality Sybex books, all
writtenby outstanding authors who combine practical experience with a gift for teaching.
Sybex was founded in 1976. More than thirty years later, we’re still committed to
producing consistently exceptional books. With each of our titles we’re working hardto set
a new standard for the industry. From the authors we work with, to the paper we print on,
our goal is to bring you the best books available.
I hope you see all that reflected in these pages. I’d be very interested to hear your
comments and get your feedback on how we’re doing. Feel free to let me know what you
think about this or any other Sybex book by sending me an e-mail at [email protected], or if
you think you’ve found a technical error in this book, please visit http://sybex.custhelp.com.
Customer feedback is critical to our efforts at Sybex.
vii
■
Best regards, IN
T
R
O
D
U
C
T
IO
N
Neil Edde
Vice President and Publisher
Sybex, an Imprint of Wiley
39599ffirs.qxd 3/15/08 11:18 PM Page viii
May the better marketer win
Acknowledgments
When you stand at the rim of the Grand Canyon in Arizona, it merely looks somewhatgrand at
first. Only after you have had a chance to make the pilgrimage down into the canyon and back out
do you realize just how grand it really is. Well, it has been a similar experience working with the
many editors and contributors to the book in your hands. I have come to appreciate marketers’
brilliance so much more in the process of learning from these folks. I wish I could build them a
Mount Rushmore–sized “thank you!” for their mentoring, hand holding, and tutoring.
The first thank-you must go to our customers at Unica Corporation who have worked
with us over the years and many of whom have shared their experiences for this book. Without
them I would know nothing useful to report.
Judah Philips, director of Web Analytics at Reed Business, has been one of the technical
editors for this project. Many in the industry know Judah as one of the nation’s sharpest web
analysts. He also is an ardent blogger (judah.webanalyticsdemystified.com) and writes a column
on the MediaPost. We expect many more great things to come from his pen in future years. For
this book, he deserves the Oscar for attention to detail and for calling me back to the carpet many
times over.
Entrepreneur Frank Faubert has been the second technical editor. He is best known for
his decade-long work as co-founder of web analytics software company Sane Solutions. I received
my Internet-marketing education while working at his company. Anyone who has worked with
Frank cannot help but be amazed at the amount of productivity coming out of this one person.
When Frank is in high gear he radiates so much energy that I am convinced the Earth’s gravita-
tional field bends around him. For this book, Frank deserves the Golden Eagle for his precision
edits during the technical-editing process.