Marketing by the numbers :: how to measure and improve the ROI of any campaign /
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...
Gespeichert in:
| 1. Verfasser: | |
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| Weitere Verfasser: | |
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
New York :
AMACOM-American Management Association,
©2011.
|
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | 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. 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. |
| Beschreibung: | 1 online resource (viii, 246 pages) : illustrations |
| Bibliographie: | Includes bibliographical references and index. |
| ISBN: | 9780814416211 0814416217 |
Internformat
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| 245 | 1 | 0 | |a Marketing by the numbers : |b how to measure and improve the ROI of any campaign / |c Leland Harden and Bob Heyman. |
| 260 | |a New York : |b AMACOM-American Management Association, |c ©2011. | ||
| 300 | |a 1 online resource (viii, 246 pages) : |b illustrations | ||
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| 505 | 0 | |a 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 immeasurable : branding, buzz and social media -- Mapping marketing ROI to the sales funnel. Case study #3: Nike -- 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. Special section B: Marketing ROI basics. | |
| 504 | |a Includes bibliographical references and index. | ||
| 588 | 0 | |a Print version record. | |
| 520 | |a 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 | ||
| 520 | |a 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. | ||
| 520 | |a 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. | ||
| 650 | 0 | |a Internet marketing. |0 http://id.loc.gov/authorities/subjects/sh95005028 | |
| 650 | 0 | |a Internet marketing |v Case studies. | |
| 650 | 6 | |a Marketing sur Internet. | |
| 650 | 6 | |a Marketing sur Internet |v Études de cas. | |
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| 650 | 7 | |a Internet marketing |2 fast | |
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| author | Harden, Leland |
| author2 | Heyman, Bob, 1948- |
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| author_GND | http://id.loc.gov/authorities/names/n2002097400 http://id.loc.gov/authorities/names/n2002097401 |
| author_facet | Harden, Leland Heyman, Bob, 1948- |
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| 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 immeasurable : branding, buzz and social media -- Mapping marketing ROI to the sales funnel. Case study #3: Nike -- 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. Special section B: Marketing ROI basics. |
| ctrlnum | (OCoLC)701053449 |
| dewey-full | 658.8/02 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/02 |
| dewey-search | 658.8/02 |
| dewey-sort | 3658.8 12 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| genre | Electronic books. Case studies fast dissertations. aat Academic theses. lcgft http://id.loc.gov/authorities/genreForms/gf2014026039 Thèses et écrits académiques. rvmgf |
| genre_facet | Electronic books. Case studies dissertations. Academic theses. Thèses et écrits académiques. |
| id | ZDB-4-EBU-ocn701053449 |
| illustrated | Illustrated |
| indexdate | 2024-11-26T14:49:02Z |
| institution | BVB |
| isbn | 9780814416211 0814416217 |
| language | English |
| oclc_num | 701053449 |
| open_access_boolean | |
| owner | MAIN DE-863 DE-BY-FWS |
| owner_facet | MAIN DE-863 DE-BY-FWS |
| physical | 1 online resource (viii, 246 pages) : illustrations |
| psigel | ZDB-4-EBU |
| publishDate | 2011 |
| publishDateSearch | 2011 |
| publishDateSort | 2011 |
| publisher | AMACOM-American Management Association, |
| record_format | marc |
| spelling | Harden, Leland. http://id.loc.gov/authorities/names/n2002097400 Marketing by the numbers : how to measure and improve the ROI of any campaign / Leland Harden and Bob Heyman. New York : AMACOM-American Management Association, ©2011. 1 online resource (viii, 246 pages) : illustrations text txt rdacontent computer c rdamedia online resource cr rdacarrier 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 immeasurable : branding, buzz and social media -- Mapping marketing ROI to the sales funnel. Case study #3: Nike -- 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. Special section B: Marketing ROI basics. Includes bibliographical references and index. Print version record. 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. 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. Internet marketing. http://id.loc.gov/authorities/subjects/sh95005028 Internet marketing Case studies. Marketing sur Internet. Marketing sur Internet Études de cas. BUSINESS & ECONOMICS Green Business. bisacsh Internet marketing fast Electronic books. Case studies fast dissertations. aat Academic theses. lcgft http://id.loc.gov/authorities/genreForms/gf2014026039 Thèses et écrits académiques. rvmgf Heyman, Bob, 1948- https://id.oclc.org/worldcat/entity/E39PCjwfrmhBm9R9Bw93FjtxQm http://id.loc.gov/authorities/names/n2002097401 has work: Marketing by the numbers (Text) https://id.oclc.org/worldcat/entity/E39PCG3wjGDyCWYDYhRTqDvKtX https://id.oclc.org/worldcat/ontology/hasWork Print version: Harden, Leland. Marketing by the numbers. New York : AMACOM-American Management Association, ©2011 9780814416204 (DLC) 2010027228 (OCoLC)639163865 FWS01 ZDB-4-EBU FWS_PDA_EBU https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=352619 Volltext |
| spellingShingle | Harden, Leland Marketing by the numbers : how to measure and improve the ROI of any campaign / 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 immeasurable : branding, buzz and social media -- Mapping marketing ROI to the sales funnel. Case study #3: Nike -- 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. Special section B: Marketing ROI basics. Internet marketing. http://id.loc.gov/authorities/subjects/sh95005028 Internet marketing Case studies. Marketing sur Internet. Marketing sur Internet Études de cas. BUSINESS & ECONOMICS Green Business. bisacsh Internet marketing fast |
| subject_GND | http://id.loc.gov/authorities/subjects/sh95005028 http://id.loc.gov/authorities/genreForms/gf2014026039 |
| title | Marketing by the numbers : how to measure and improve the ROI of any campaign / |
| title_auth | Marketing by the numbers : how to measure and improve the ROI of any campaign / |
| title_exact_search | Marketing by the numbers : how to measure and improve the ROI of any campaign / |
| title_full | Marketing by the numbers : how to measure and improve the ROI of any campaign / Leland Harden and Bob Heyman. |
| title_fullStr | Marketing by the numbers : how to measure and improve the ROI of any campaign / Leland Harden and Bob Heyman. |
| title_full_unstemmed | Marketing by the numbers : how to measure and improve the ROI of any campaign / Leland Harden and Bob Heyman. |
| title_short | Marketing by the numbers : |
| title_sort | marketing by the numbers how to measure and improve the roi of any campaign |
| title_sub | how to measure and improve the ROI of any campaign / |
| topic | Internet marketing. http://id.loc.gov/authorities/subjects/sh95005028 Internet marketing Case studies. Marketing sur Internet. Marketing sur Internet Études de cas. BUSINESS & ECONOMICS Green Business. bisacsh Internet marketing fast |
| topic_facet | Internet marketing. Internet marketing Case studies. Marketing sur Internet. Marketing sur Internet Études de cas. BUSINESS & ECONOMICS Green Business. Internet marketing Electronic books. Case studies dissertations. Academic theses. Thèses et écrits académiques. |
| url | https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=352619 |
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