Multichannel marketing : metrics and methods for on and offline success / Akin Arikan.

With great opportunity come great challenges
The web analyst tackles multichannel metrics online
The offline marketer's bag of tricks
The direct marketer digs into multichannel analytics
The brand marketer's take on multichannel analytics
Measure lift between online and offline
Measure 1:1 interactions between online and offline
Measure multi-touch conversions
Attract and acquire
Engage and convert
Grow lifetime value.