In Hillstrom s Multichannel Forensics, Kevin Hillstrom offers CEOs and business leaders a framework for bridging the gap between multichannel marketing strategy and tactics. By illustrating the complex relationship between customers, advertising, products, brands and channels, Kevin is able to help the executive see how customers migrate from prospect to first-time buyer status to loyal brand advocates. The techniques in this book illustrate the most productive paths that customers take, resulting in increased sales and profit. Armed with these breakthrough techniques, the CEO or business leader knows where to invest scarce marketing resources to maximize return on investment in a multichannel retailing environment. The business world was easier to manage, back in 1990. Retailers and catalogers had limited systems that housed customer data. By using canned reports produced by the data processing staff, leaders learned how various products sold, how each catalog drop performed, and how various customer segments spent money. With limited reports, and few marketing options, the executive made decisions based on intuition, tribal knowledge, and canned reports.
Today s multichannel retailing world changed how executives manage online, catalog, or retail business models. Seemingly overnight, the online channel provided numerous ways for customers to interact with businesses. Ecommerce, email, search, portals, affiliates, blogs, and countless other technologies overwhelm today s CEO.
The overwhelming proliferation of channels, and shorter analyze, plan, execute cycles can be confusing to today s multichannel business leader. Too often, senior managers are asked to develop business strategy, but are given an overwhelming amount of performance data that does not help them develop effective business strategies.
Now, Kevin Hillstrom has finally put it all together, made it clear, and shows you exactly how customers migrate through the buying relationship and which ones you should focus on for improved profitability.
