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MARKETING BY THE NUMBERS:HOW TO MEASURE AND IMPROVE ROI OF ANY CAMPAINHARDEN L. HEYMAN B.wydawnictwo: AMACOM , rok wydania 2010, wydanie Icena netto: In a brand new world where online ads, viral promotions, and smart-phone– enabled marketing strategies are blending with traditional vehicles like print, TV, and radio, it’s crucial to use the right metrics to ensure effective spending with your marketing budget. If you want to track your results accurately and justify your spending across the new digital playing field, it’s time to blow off your old-school ROI analytics and join the age of Web 2.0. Filled with accessible, practical guidance on utilizing the latest and most accurate dashboards and tools, and illustrated with case studies and examples, Marketing by the Numbers shows you how to: • Predict, monitor, and measure the success of campaigns based in both traditional and Internet media. • Align marketing and business goals. • Concentrate on the right metrics rather than drowning in a sea of data. • Turn your data into actionable recommendations. Connecting your marketing spending to actual sales and revenue has always been a convoluted path, but never have the outcomes been more urgent than they are today. With helpful techniques, checklists, and case studies, Marketing by the Numbers reveals how you can effectively use the data at your disposal, and take advantage of every marketing opportunity. Table of Contents
Acknowledgments CHAPTER 1 Introduction: How to Drive Successful Marketing ROI Case Study 1: Ace Hardware: Supporting Brick and Mortar with Online Ordering CHAPTER 2 Principles for Measuring Marketing ROI: What to Measure and How to Measure It Case Study 2: Ice.com: Using Tweets, Blogs, and YouTube to Sell Diamonds CHAPTER 3 Measuring the Immeasurable: Branding, Buzz, and Social Media CHAPTER 4 Mapping Marketing ROI to the Sales Funnel Case Study 3: Nike Sees a Jump with Viral Video CHAPTER 5 Best Practices: Budgeting and Projecting Marketing ROI CHAPTER 6 Tools for Measuring Online Performance to Maximize ROI Special Section A: Measuring with Marshall CHAPTER 7 ROI in the Enterprise Case Study 4: Epic Change: Small Change Is Fine for a Small Nonprofit Special Section B: Marketing ROI Basics: A Refresher Marketing ROI Glossary Index 256 pages, Hardcover
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