Book description
With marketing budgets stretched tight, it’s harder than ever to justify expenditures, and ensure that marketing dollars are spent in ways that get results. Marketing by the Numbers shows readers how to implement, evaluate, and utilize key analytics to maximize marketing ROI. Explaining best practices and the most useful dashboards and tools, the book equips readers with proven methods to: • Predict, monitor, and measure the success of campaigns based in both traditional and Internet media • Align business and marketing goals • Concentrate on the right metrics rather than drowning in a sea of data • Turn data into actionable recommendations Providing case studies, techniques, and checklists, the book pays special attention tothe new generation of web tools, and reveals how any business can effectively use the data available to them; and take advantage of every marketing opportunity.
Table of contents
- Cover Page
- Title Page
- Copyright Page
- Contents
- Acknowledgments
- CHAPTER 1 Introduction: How to Drive Successful Marketing ROI
- CHAPTER 2 Principles for Measuring Marketing ROI: What to Measure and How to Measure It
- CHAPTER 3 Measuring the Immeasurable: Branding, Buzz, and Social Media
- CHAPTER 4 Mapping Marketing ROI to the Sales Funnel
- CHAPTER 5 Best Practices: Budgeting and Projecting Marketing ROI
- CHAPTER 6 Tools for Measuring Online Performance to Maximize ROI
- CHAPTER 7 ROI in the Enterprise
- Marketing ROI Glossary
- Index
Product information
- Title: Marketing by the Numbers
- Author(s):
- Release date: November 2010
- Publisher(s): AMACOM
- ISBN: 9780814416211
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