Arikan is with Unica, where he works to ensure client satisfaction with the company's web analytics and Internet marketing solutions. He offers marketers of all types a guide to practical methods for integrating marketing metrics and actions across online and offline channels. Coverage includes the role and importance of multichannel metrics in today's marketing landscape; how web analysts, direct marketers, and brand advertisers solve multichannel measurements and metrics problems; methods for fusing the multiple multichannel analytics methods into a bridge across channels; and how to conduct integrated marketing across online and offline channels using metrics. Annotation ©2008 Book News, Inc., Portland, OR (booknews.com)