Bibliograph

Marketing by the numbers, how to measure and improve the ROI of any campaign, Leland Harden and Bob Heyman

Type

Label

Marketing by the numbers, how to measure and improve the ROI of any campaign, Leland Harden and Bob Heyman

Language

eng

Illustrations

illustrations

Index

index present

Literary Form

non fiction

Main title

Marketing by the numbers

Responsibility statement

Leland Harden and Bob Heyman

Sub title

how to measure and improve the ROI of any campaign

Table Of Contents

How to drive successful marketing ROI -- Case study #1 : Ace Hardware: supporting brick and mortar with online ordering -- 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 -- Measuring the unmeasurable : branding, buzz, and social media -- Mapping marketing ROI to the sales funnel -- Case study #3 : Nike sees a jump with viral video -- 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: small change is fine for a small nonprofit -- Special section B : marketing ROI basics: a refresher

resource.variantTitle

How to measure and improve the ROI of any campaign

Classification