How to measure multi-channel campaigns

Dr Hugh Wilson and Lindsay Bruce, from Cranfield School of Management, and Jennifer Love, from IBM Business Consulting Services, explain the importance of finding ways to measure the value generated by different channels, different campaigns, and for different customers.

How to Measure Multi-channel Campaigns

Dr Hugh WilsonSenior Research Fellow and Director of the Centre for Multi-channel Marketing at Cranfield School of Management. hugh.wilson@cranfield.ac.ukLindsay BruceA Freelance Marketer and Research Fellow at Cranfield...