Multichannel Marketing: Metrics and Methods for On and Offline Success is the first and only book to go beyond top-level, strategic discussions of customer-centric marketing to offer todays in-the-trenches marketing professionals the information they need: practical, tested methods and metrics for multichannel marketing programs. Emphasizing metrics-driven methods for optimizing marketing programs across channels, the book features practical advice, time-tested and successful techniques, real-world metrics, and engaging case studies. It begins with an overview of todays marketing landscape before discussing such important topics as measuring online and offline lift and conversions, creating actionable customer profiles, optimizing online-offline advertising programs, improving online-offline engagements, and building loyalty and improving relationships.