Marketing by the Numbers

Leland Harden (Abilene, TX) and Bob Heyman (San Francisco, CA) cofounded Cybernautics, a standard-setting new economy marketing agency that launched some of the biggest brands on the web. Harden is now Vice President of Institutional Advancement at Hardin Simmons University. Heyman is the CEO of the Digital Engagement Group and the creator of Kidzter (kidzter.com). Together, they are the authors of Digital Engagement (978-0-8144-1072-1).

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. Market ing 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 to the 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.

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