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SEW Experts: Measuring the Impact of Multichannel Marketing

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Search Engine Watch Expert - Eric EngeIn many cases, search is the first step in the customer buying process, when they're in research mode. But, at other times, search comes into play in response to an offline campaign. In today's Web Analytics and ROI column, "Measuring the Impact of Multichannel Marketing," Eric Enge describes the ways Web analytics tools can be one powerful component in measuring the impact and effectiveness of an offline marketing campaign.

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