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 -- Multichannel, Schmultichannel! -- Just What Kind of Trouble Are Marketers In? -- Chicken Soup for the Troubled Marketer -- The Missing Puzzle Piece, Multichannel Metrics -- Chapter 2: The Web Analyst Tackles Multichannel Metrics Online -- A Day Without a Web Analyst? -- Web Analytics Primer for Multichannel Marketers -- Attribute Responses to the Right Online Marketing Efforts -- Success Metrics for Online Marketing -- Chapter 3: The Offline Marketer's Bag of Tricks -- Blame Evolution, Not Ignorance! -- Different Starting Points Rocketed Marketers to Separate Orbits -- 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 -- Predict Individual Response and Value -- Execute Campaigns -- Measure and Attribute Responses -- Success Metrics for Direct Marketing -- Chapter 5: The Brand Marketer's Take on Multichannel Analytics -- The Brand Marketer's Goals and Challenges -- Analyze and Predict Advertising Opportunities -- Measure -- Success Metrics for Brand Advertising -- Part II: Measurement and Metrics -- Chapter 6: Measure Lift Between Online and Offline -- Why Bother? I Am Busy Enough! -- Measure Online Lift from Offline Activity -- Measure Offline Lift from Online Activity -- Success Metrics for Lift Between Online and Offline Channels -- Chapter 7: Measure 1:1 Interactions Between Online and Offline -- Why Bother with the One-to-One Level? -- Measure 1:1 Online Interactions Following Offline Activity.

Measure 1:1 Offline Interactions Following Online Activity -- Create a Multichannel Marketing Customer Profile -- Chapter 8: Measure Multi-Touch Conversions -- Put It into Perspective! -- Study It! -- Rule It! -- Conclusions -- Part III: Multichannel Marketing Methods -- Chapter 9: Attract and Acquire -- Sense Demand -- Allocate Advertising Dollars -- Integrate Multichannel Acquisition Campaigns -- Chapter 10: Engage and Convert -- Funnel Reporting -- Remarketing -- Cross-Sales Offers -- Chapter 11: Grow Lifetime Value -- Why Focus on Lifetime Value? -- On-Boarding New Customers -- Right-Channeling Customers -- Automating Customer Relevancy -- Attrition Risk Detection -- Save and Win-Back -- Over to You Now -- Index.