Multichannel Marketing: Metrics and Methods for On and Offline Success	7
	Acknowledgments	10
	About the Author	12
	Foreword	13
	Contents	17
	Introduction	23
	Part I: Building Blocks for Multichannel Metrics	27
	Chapter 1: With Great Opportunity Come Great Challenges	29
	Multichannel, Schmultichannel!	30
	Just What Kind of Trouble Are Marketers In?	31
	Chicken Soup for the Troubled Marketer	39
	The Missing Puzzle Piece, Multichannel Metrics	49
	Chapter 2: The Web Analyst Tackles Multichannel Metrics Online	57
	A Day Without a Web Analyst?	58
	Web Analytics Primer for Multichannel Marketers	62
	Attribute Responses to the Right Online Marketing Efforts	69
	Success Metrics for Online Marketing	88
	Chapter 3: The Offline Marketer’s Bag of Tricks	97
	Blame Evolution, Not Ignorance!	98
	Different Starting Points Rocketed Marketers to Separate Orbits	98
	Differences Between Online and Offline Marketing Are Shrinking	106
	Chapter 4: The Direct Marketer Digs into Multichannel Analytics	109
	The Direct Marketer’s Goal	110
	Set a Strategic Communications Plan	110
	Predict Individual Response and Value	114
	Execute Campaigns	126
	Measure and Attribute Responses	129
	Success Metrics for Direct Marketing	134
	Chapter 5: The Brand Marketer’s Take on Multichannel Analytics	143
	The Brand Marketer’s Goals and Challenges	144
	Analyze and Predict Advertising Opportunities	148
	Measure	156
	Success Metrics for Brand Advertising	161
	Part II: Measurement and Metrics	167
	Chapter 6: Measure Lift Between Online and Offline	169
	Why Bother? I Am Busy Enough!	170
	Measure Online Lift from Offline Activity	170
	Measure Offline Lift from Online Activity	186
	Success Metrics for Lift Between Online and Offline Channels	194
	Chapter 7: Measure 1:1 Interactions Between Online and Offline	199
	Why Bother with the One-to-One Level?	200
	Measure 1:1 Online Interactions Following Offline Activity	202
	Measure 1:1 Offline Interactions Following Online Activity	210
	Create a Multichannel Marketing Customer Profile	217
	Chapter 8: Measure Multi-Touch Conversions	223
	Put It into Perspective!	224
	Study It!	228
	Rule It!	244
	Conclusions	248
	Part III: Multichannel Marketing Methods	249
	Chapter 9: Attract and Acquire	251
	Sense Demand	252
	Allocate Advertising Dollars	253
	Integrate Multichannel Acquisition Campaigns	257
	Chapter 10: Engage and Convert	263
	Funnel Reporting	264
	Remarketing	269
	Cross-Sales Offers	273
	Chapter 11: Grow Lifetime Value	279
	Why Focus on Lifetime Value?	280
	On-Boarding New Customers	281
	Right-Channeling Customers	285
	Automating Customer Relevancy	289
	Attrition Risk Detection	291
	Save and Win-Back	293
	Over to You Now	294
	Index	299