Marketing by the numbers
Subtitle: how to measure and improve the ROI of any campaign
By: Leland Harden and Bob Heyman
Contributors: Heyman, Bob, 1948-
Publisher: Amacom-American Management Association
Published: 2011
Place of publication: New York
Language: eng
Number of pages: 246
ISBN-13: 9780814416204
Subjects: Case studies; Internet marketing
Notes: Includes index.
Table of contents: title: Introduction: how to drive successful marketing ROI. Case study #1: Ace Hardware; title: Principles for measuring marketing ROI : what to measure and how to measure it. Case study #2: Ice.com; title: Measuring the unmeasurable : branding, buzz and social media; title: Mapping ROI to the sales funnel. Case study #3: Nike; title: Best practices : budgeting and projecting; title: Tools for measuring online performance to maximize ROI. Special section: measuring with Marshall; title: ROI in the enterprise. Case study #4: Epic change. Special section: ROI basics.