بازاریابی با اعداد: چگونه ROI هر کمپین را اندازه‌گیری و بهبود دهیم

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. 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. Marketing by the Numbers gives you the tools and guidance you need to navigate your way through a new realm of web ads, online promotional efforts, downloadable coupons, the latest in social networking conversation and "impressions," and GPS-enabled buying. Packed with practical techniques and examples, case studies from Nike, Ace Hardware, and others, and including checklists and the latest, most useful dashboards and tools, this book will make the best practices in today's marketing ROI work for you You'll learn how to avoid measuring the wrong things, identify what's important, coordinate marketing and business goals, and communicate ROI data to the C-suite. The book shows you how to generate actionable recommendations, effectively use the right dashboards as strong presentation tools, and establish a feedback loop to enhance your ability to align marketing with sales, operations, and finance The authors give you "the tools and guidance you need to navigate your way through a new realm of web ads, online promotional efforts, downloadable coupons, the latest in social networking conversation and 'impressions,' and GPS-enabled buying"--P.[2] of dust jacket Measuring return on marketing investment doesn't have to be mysterious ... even in the age of Web 2.0. This book provides you with a foolproof system for determining the effectiveness of all your marketing strategies, online and off. --Book Jacket