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 School of Management. lindsayjbruce@aol.comJennifer LoveLead in Marketing and Customer Intelligence at IBM Business Consulting Services. jennifer.love@uk.ibm.com
Professional marketers and sales people, whatever their precise role and industry, all tell a similar tale of how their world has changed over the last ten years. Managers are faced with the task of delivering better shareholder value in an increasingly competitive environment. All...