When a woman shops for a man's holiday gift, she probably won't buy him a pink, size 6, ruffle-front angora sweater. That's why it's important to pay attention to the seasonal shifts in online buying behavior. What was once a normal buying pattern-a woman perusing women's sweaters-shifts during the holidays. But just in time for the seasonal buying frenzy, an expert provides tips on how to parse these behavioral anomalies.
Akin Arikan, Unica Corp.'s senior segment manager for Internet marketing, published a book earlier this year titled "Multichannel Marketing: Metrics and Methods for On and Offline Success." eM+C asked Arikan to discuss some key concepts covered in the book, which is available at Multichannel Marketing Metrics with Akin.