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Akin Arikan

Akin Arikan
Akin Arikan, is the author of Customer Experience Analytics and Multichannel Marketing: Metrics and Methods for On and Offline Success. Akin has been working with analytics practitioners since 1999.

Would You be a Better Marketer if You Calculated Cost of Unwanted Email?

Let's face it: we just can't handle anything that is free. Whenever something appears to be free, e.g. all-you-can-drink soda, the environment, healthcare, or...

Customer Reviews Are a Great Experience Online. Why Not Apply Them Offline, Too?

Given these lousy economic times, most marketers are eager to make more out of what they already have. And one thing that web marketers...

A Channel Attribution Problem: Do Marketing Affiliates Deserve All the Credit They Get?

Recently, I received a tough question from a well known web analyst: "I was trying to think through how to measure the impact of Affiliate...

Web Analytics from Behavioral Segmentation to Targeting and Interactive Marketing

Coming up this Thursday, December 4th, the Web Analytics Association is hosting an educational webcast on the topic of behavioral segmentation & targeting. Segmentation is...

Online Customer Reviews: Do They Help or Hurt?

In a a recent article on CustomerThink we explored the question whether Freshdirect would see increased revenues from user generated content. On that occasion,...

How Can an Awesome Online Experience Get Better? Here’s Some (Unsolicited) Web 2.0 Advice for Manhattan’s FreshDirect

If you are a Manhattanite, you know FreshDirect, the online grocery. Its delivery trucks roll throughout New York City's residential areas. If you are...

Fun With Web Analytics: How Could You Measure a Paperback Book?

After all these years, many marketers have still remained ignorant about web analytics. Many still think that it was something only of interest to...

Customers Can Handle More Than One Channel, so Why Can’t You?

Businesses are slower than their customers when it comes to traversing multiple channels. Customers, says Akin Arikan, a senior manager for Internet Marketing at...

Coupon-o-Metrics: Has the Web Changed Coupon Use?

One of the many ways that we (know-it-all) consultants recommend measuring online to offline conversion rates (and vice versa) is to do so with...

Quadrant Chart for Analytics Versus Multichannel Sophistication (Part III)

A recent post highlighted the central idea behind the book Competing on Analytics: Namely, many companies employ analytics (business intelligence) merely in a tactical...

March Beyond “Can’t Manage What You Don’t Measure”

To my embarrassment, the first time I heard the old management adage "You can't manage what you don't measure", I heard it from a...

McKinsey Versus Me on Multichannel Marketing (Part II)

The previous post (part I) was dedicated to the lesson learned that analytics can be used tactically (e.g. for marketing process ROI improvements) or...

What a Beggar Can Teach Us About Marketing

I was driving through San Francisco, today, to the offices of Wiley who just published my book on Multichannel Marketing. On the way back,...

A Good Web Analyst Is Hard To Find

There is ample advice nowadays for those who want to light the fire under their company's web analytics practice. There are more web analytics...

Top 7 Misconceptions About Web Analytics

Don't be caught voicing any of the following misconceptions about web analytics, i.e. the art of studying visitors to the Web site with the...

Is Web Analytics the “Blush-o-Meter” We Have Been Looking For?

The rise and fall of Engagement as a success metric for advertising has been discussed on CustomerThink before. See for instance Graham Hill's post...

Who Cares About Web Analytics …

Who cares about web analytics ... at companies that get web analytics right, i.e. those that are able to turn reports into business value?...

Web 2.0: The New Better Business Bureau

As marketers we are pondering how to tame the web 2.0 beast and span it in front of our wagons. And why shouldn't we,...

RFM Is Dead. Long Live RFEM

Ok, I admit it. I made the title of this post more dramatic than it needed to be just to engage you. And engagement...

How To Measure Brand Equity With Web Analytics, Part 2

Search engine strategies in San Jose (SES) is coming up next week already where I am on the hook to describe in just a...

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