No longer can the offline remain separate from the online. Integrated, customer-centric, cross-channel marketing campaigns persuade customers to act, provide greater ROI, and ultimately improve your organization's bottom line. This must-have guide synthesizes the successful methods and metrics that online, direct, and brand marketers have employed for years so that you can develop, implement, and measure successful cross-channel campaigns. Multichannel marketing expert Akin Arikan takes yo...

An unprecedented guide to user experience (UX) analytics, this book closes a mission-critical skill gap and enables business professionals in a digital-first world to make smart, effective, and quick decisions based on experience analytics.Despite two decades of web metrics, customer experience has largely remained a black box. UX analytics tools help businesses to see themselves and their customers with a new lens, but decision-makers have had to depend on skilled analysts to inte...