Avinash Kaushik - world leader in web business optimisation
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Multi channel marketing research and cases
This is a useful compilation of articles and cases from E-consultancy on approaches to measuring how online marketing activities impacts offline sales. It also covers the reverse situation.
This covers a key issue for online marketers and particularly, e-retailers sometimes known as "the offline multiplier effect" or proving how online marketing activities drives offline sales.
View full E-consultancy compilation
- Best article summarising practical techniques for measuring this
- See also this McKinsey paper on Strategies for Steering customers to the right channels
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