| Description |
1 online resource (viii, 246 pages) : illustrations |
| Contents |
Introduction: How to drive successful marketing ROI. Case study #1: Ace Hardware -- Principles for measuring marketing ROI : what to measure and how to measure it. Case study #2: Ice.com -- Measuring the immeasurable : branding, buzz and social media -- Mapping marketing ROI to the sales funnel. Case study #3: Nike -- Best practices : budgeting and projecting marketing ROI -- Tools for measuring online performance to maximize ROI. Special section A: Measuring with Marshall -- ROI in the enterprise. Case study #4: Epic change. Special section B: Marketing ROI basics. |
| Bibliography |
Includes bibliographical references and index. |
| Summary |
Marketing by the Numbers gives you the tools and guidance you need to navigate your way through a new realm of web ads, online promotional efforts, downloadable coupons, the latest in social networking conversation and "impressions," and GPS-enabled buying. Packed with practical techniques and examples, case studies from Nike, Ace Hardware, and others, and including checklists and the latest, most useful dashboards and tools, this book will make the best practices in today's marketing ROI work for you |
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You'll learn how to avoid measuring the wrong things, identify what's important, coordinate marketing and business goals, and communicate ROI data to the C-suite. The book shows you how to generate actionable recommendations, effectively use the right dashboards as strong presentation tools, and establish a feedback loop to enhance your ability to align marketing with sales, operations, and finance. |
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Measuring return on marketing investment doesn't have to be mysterious ... even in the age of Web 2.0. This book provides you with a foolproof system for determining the effectiveness of all your marketing strategies, online and off. --Book Jacket. |
| Subject |
Internet marketing.
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Internet marketing -- Case studies.
|
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Marketing sur Internet. |
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Marketing sur Internet -- Études de cas. |
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Internet marketing |
| Genre |
Electronic books.
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Case studies
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| Added Author |
Heyman, Bob, 1948-
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| Other Form: |
Print version: Harden, Leland. Marketing by the numbers. New York : AMACOM-American Management Association, ©2011 9780814416204 (DLC) 2010027228 (OCoLC)639163865 |
| ISBN |
9780814416211 (electronic bk.) |
|
0814416217 (electronic bk.) |
| Music No. |
MWT11648808 |
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