Contents
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
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