Akin Arikan is the author of Multichannel Marketing: Metrics and Methods for On and Offline Success. He is also an evangelist for Unica's web analytics and interactive marketing solutions. Akin has been working with analytics practitioners over the last eleven years now. He has been presenting at many conferences to share the lessons learned and best practices from his experience with customers. Read Akin's blog at http://multichannelmetrics.com.