The 4 Cs of Akin Arikan’s “Multichannel Marketing”
As an epilogue to our recent series on multichannel analytics (see posts 1, 2, 3 and 4), I decided to take another look at the seminal book on the topic by expert Akin Arikan, who penned “Multichannel Marketing: Metrics and Methods for On and Offline Success”. In our series, we had provided a multichannel analysis [...]
e-storm speaking at OMMA Global – San Francisco
I am pleased to announce that I will be speaking with an esteemed list of panelists on the subject that is dear to e-storm’s hearts – analytics.
More precisely though, the panel is about “Marketers: Is the Metrics Meltdown Your Fault?”. Although analytics has been dear to our hearts here, it is clear that even today, [...]
Multichannel Marketing: Public Relations’ Impact on PPC
Over the past several weeks, we’ve been showcasing some of our findings from applying the multichannel lens to one of our client’s marketing programs. The objective of this multichannel analysis is determine the relational impact that various marketing programs (e.g. PPC, display, offline) have on each other, while also providing a holistic view of overall [...]