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Web Analytics: An Hour a Day by Avinash Kaushik

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Chapter 9. Month 4: Measuring Email and Multichannel Marketing

Companies expend a large amount of effort in acquiring customers both online and offline. As a percentage of total marketing budgets, spending for online marketing is dwarfed by the spending for offline campaigns for most Fortune 500 companies. The balance is slowly shifting in the favor of online marketing (even if it has a long way to go). One catalyst in this shift is the options for measuring online campaigns' ROI; offline campaign ROI measurement is largely still a faith-based initiative.

This chapter covers the staple of all companies: how to do robust email analytics, and the biggest wish-list item of all marketers, how to measure the effects of their marketing spending from ...

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