I’m always on the lookout for books that I can learn from
and apply what I’ve read to my client projects. Because I help folks sort out web
analytics process and communication issues, I tend to like books that give me
fresh perspectives, or remind me of good practices that I’ve sort of forgotten
about.
Over the last few months, I’ve come across three books that do
just that. For my next few posts, I'll tell you a bit about them. In general, I think you’ll like them too if you pick them up. I’m sure you’ll
take away something of value.
This week I’ll be telling you about Multichannel Marketing
by Akin Arikan. Akin wrote the book for both online and offline marketers who
are ready to recognize that it’s time to start paying attention to life on the
other side of the imaginary divide, and begin using web analytics to guide
their campaigns. He does a good job at this, integrating the concepts and
techniques of web analytics into online, direct and brand marketing scenarios.
I liked the book because I’m not a marketer, but I want to understand marketers
better and understand their drivers and how to help them see the value of
analytics in terms that they understand. Having been in the web analytics space
for a long time, it helps me to read a book like this to keep me focused on the
fact that analytics is not the main “thing” for most web analytics consumers; it
is simply the means to the end. I expect I’ll be going back to this book more
than a few times. There’s a lot to it.
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