| Introduction Part I Building Blocks for Multichannel Metrics Chapter 1 With Great Opportunity Come Great Challenges Multichannel, Schmultichannel! Just What Kind of Trouble Are Marketers In? Interruption Marketers, Not Welcome Anymore! Buyers Want to Be in Charge Buyers Are Multichannel Beings Chicken Soup for the Troubled Marketer Make Marketing More Accountable Integrate Marketing Communications! Be Customer Centric! Leverage the Voice of the Customer The Missing Puzzle Piece, Multichannel Metrics Questions Answered Measuring Absolute Results versus Trends Challenges to Overcome Chapter 2 The Web Analyst Tackles Multichannel Metrics Online A Day Without a Web Analyst? Steep Hills to Climb for Online Marketing Web Analytics Contributes Three Levels of Insights Web Analytics Primer for Multichannel Marketers Choosing a Web Analytics Solution Data Is Collected via Logs or Page Tags Clicks Are Sessionized into Visits Cookies Turn Visits into Visitors Registered Usernames Turn Visitors into People The Big Three Metrics Form Your Baseline Key Performance Indicators (KPI) Are the Guiding Light Reports and Dashboards Answer General Questions Segmentation Leads to Actionable Insights Analyze This! Take Action! Otherwise, Why Do Web Analytics? Attribute Responses to the Right Online Marketing Efforts Credit Referrers by Help of Referring URLs Credit Ads with Click-Throughs by Way of Tracking Codes Infer Ad View-Throughs with Cookies Infer E-mail View-Throughs Through Matchback Credit Word-of-Mouth Marketing by Inferring Viral Infection Success Metrics for Online Marketing Campaign-Centric Success Metrics Customer-Centric Success Metrics Chapter 3 The Offline Marketer’s Bag of Tricks Blame Evolution, Not Ignorance! Different Starting Points Rocketed Marketers to Separate Orbits , More Comprehensive Perspective on the Customer Life Cycle More Comprehensive Perspective on the Marketing Cycle Not Just Descriptive Analytics, But Also Predictive Differences Between Online and Offline Marketing Are Shrinking Chapter 4 The Direct Marketer Digs into Multichannel Analytics The Direct Marketer's Goal Set a Strategic Communications Plan Derive Tactical Communications Link Marketing to Targeting Predict Individual Response and Value Select Customer Data to Inform Predictive Analysis Discover Segments with Exploration and Clustering Predict and Score Outcomes with Modeling Case Study of Contact Optimization at Wachovia Execute Campaigns Offer Cells for Test and Control Measure and Attribute Responses Response Attribution Blind Spot of the Offline Direct Marketer Success Metrics for Direct Marketing Customer Centric Metrics and Flags Campaign-Centric Success Metrics Chapter 5 The Brand Marketer’s Take on Multichannel Analytics The Brand Marketer's Goals and Challenges What Is Brand Equity? How Do We Detect Brand Equity? How Do We Build Brand Equity? Why Is Advertising So Difficult to Measure? …… Part II Measurement and Metrics Chapter 6 Measure Lift Between Online and Offline Chapter 7 Measure 1:1 Interactions Between Online and Offline Chapter 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 |
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