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Marketing by the numbers : how to measure and improve the ROI of any campaign / Leland Harden and Bob Heyman.
- Format:
- Book
- Author/Creator:
- Harden, Leland.
- Language:
- English
- Subjects (All):
- Internet marketing.
- Internet marketing--Case studies.
- Physical Description:
- 1 online resource (257 p.)
- Edition:
- 1st edition
- Other Title:
- How to measure and improve the ROI of any campaign
- How to measure and improve the return on investment of any campaign
- Place of Publication:
- New York : Amacom-American Management Association, 2011.
- Language Note:
- English
- System Details:
- text file
- Summary:
- Measuring return on marketing investment doesn't have to be mysterious...even in the age of Web 2.0.
- 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 unmeasurable : branding, buzz and social media
- Mapping ROI to the sales funnel. Case study #3: Nike
- Best practices : budgeting and projecting
- Tools for measuring online performance to maximize ROI. Special section: measuring with Marshall
- ROI in the enterprise. Case study #4: Epic change. Special section: ROI basics.
- Notes:
- Description based upon print version of record.
- Includes bibliographical references and index.
- ISBN:
- 9786613023384
- 9781283023382
- 1283023385
- 9780814416211
- 0814416217
- OCLC:
- 701053449
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