Marketing by the numbers : how to measure and improve the ROI of any campaign /

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...

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Bibliographic Details
Call Number:Libro Electrónico
Main Author: Harden, Leland
Other Authors: Heyman, Bob, 1948-
Format: Electronic eBook
Language:Inglés
Published: New York : AMACOM-American Management Association, ©2011.
Subjects:
Internet marketing.
Internet marketing > Case studies.
Marketing sur Internet.
Marketing sur Internet > Études de cas.
BUSINESS & ECONOMICS > Green Business.
Internet marketing
Electronic books.
Case studies
Online Access:Texto completo (Requiere registro previo con correo institucional)
Table of 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.

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