Please join me in congratulating Unica’s own Akin Arikan on the publication of his new book, “Multichannel Marketing: Metrics & Methods for On and Offline Success.”This is a milestone for Akin and for Unica! One of the goals of this publication is to advance the Unica vision of multi-channel marketing by addressing the challenges for direct marketers, brand marketers, and online marketers. It cites case studies from our traditional Enterprise customers as well as our newer Internet Marketing customers.
More info can be found at: http://www.multichannelmetrics.com/, or on Amazon: http://www.amazon.com/gp/product/047023959X?ie=UTF8&tag=multimetriwit-20&linkCode=as2&camp=1789&creative=9325&creativeASIN=047023959X
Good reading. And congratulations to Akin!!
2 opmerkingen:
Thank you much Philippe, and all that responded, for the kind words! This book would not have been possible without Unica; it grew from the fertile grounds of our integrated marketing vision. 10+ of our most resourceful Unicans volunteered their insights. Most notably: Kevin Cavanaugh, Jay Henderson, and Bill Phelan.
And how could there have been case studies included from Wachovia, Best Buy, Vodafone, AIRMILES, and others if it hadn't been for Unica's customers. Peppers & Rogers would hardly have written the foreword if they had not been assured by the presence of the Unica brand in the background.
But most importantly: Please know that this is not a book for (just) IMSG. It is for offline direct marketers just as much as it is for the online team.
Thanks much for the opportunity.
Akin
Unica’s Akin Arikan Pens Visionary Book on Multichannel Marketing
Web analytics guru helps marketers achieve online and offline marketing campaign success
Waltham, Mass. – April 21, 2008 – Unica Corporation (Nasdaq: UNCA), a leading global provider of enterprise marketing management (EMM) solutions, today announced that Akin Arikan, Unica’s web analytics evangelist, has authored a visionary new book, titled “Multichannel Marketing: Metrics and Methods for On and Offline Success.” The book, now available at www.multichannelmetrics.com, provides a missing key for unlocking today’s multi-channel marketing strategies.
“Customer centricity is more challenging than ever before, thanks to the multi-channel revolution. It’s no secret that in order to succeed in today’s business climate, marketers must have a deep understanding of their customers; they must be able to understand customer relationships that span online and offline channels,” said Arikan, senior segment manager, Internet Marketing Solutions Group at Unica. “In our course of work with customers at Unica we see offline marketers running multi-channel metrics within their confines. We also see the multi-channel metrics that online marketers are running within the web world. But there has been little sharing done between the groups yet. I wrote this book to help my colleagues from both sides of marketing understand the value that they bring each other from sharing their methods and working together.”
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