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| Author: | Wilson, H. Bruce, L. Love, J. |
| Title: | How to measure multi-channel campaigns |
| Journal: | Admap
2005 : VOL. 40:7, p. 35-37 |
| Index terms: | Consumer behaviour Marketing channels Marketing management |
| Language: | eng |
| Abstract: | Measuring effectiveness of marketing and sales was never easy but today's multi-channel, multi-media world makes it even more complex. The authors describe in this article a key tool of campaign planning and management. They introduce customer lifecycle measures, how to track cross-channel behaviour and how to manage the overall return. |
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