Marketing by the Numbers : How to Measure and Improve the ROI of Any Campaign.
Title:
Marketing by the Numbers : How to Measure and Improve the ROI of Any Campaign.
Author:
HARDEN, Leland.
ISBN:
9780814416211
Personal Author:
Edition:
1st ed.
Physical Description:
1 online resource (174 pages)
Contents:
Cover Page -- Title Page -- Copyright Page -- Contents -- Acknowledgments -- 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 -- CHAPTER 7 ROI in the Enterprise -- Case Study #4: Epic Change: Small Change Is Fine for a Small Nonprofit -- Special Section B: Marketing ROI Basics: A Refresher -- Marketing ROI Glossary -- Index.
Abstract:
Measuring return on marketing investment doesn't have to be mysterious…even in the age of Web 2.0.
Local Note:
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2017. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
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