Multichannel Integration: Three Tactics to Achieve Channel, Brand and Market Segment Profitability

Lastly, she said it’s important to recognize that the Internet marketing channel isn’t one channel, but several. “Of the people who responded through paid search, how many got a catalog in the last one, two or three weeks? How many got an e-mail or visited us through an affiliate site? And does it matter?” she asked. Each of these marketing methods needs to be weighed in the final examination of customer acquisition cost.