Marketing by the Numbers: How to Measure and Improve the ROI of Any Campaign

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Reseña del editor:

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.

Klappentext:

In a brand new world where online ads, viral promotions, and smart-phone–

enabled marketing strategies are blending with traditional vehicles like print, TV, and radio, it’s crucial to use the right metrics to ensure effective spending with your marketing budget. If you want to track your results accurately and justify your spending across the new digital playing field, it’s time to blow off your old-school ROI analytics and join the age of Web 2.0.

Filled with accessible, practical guidance on utilizing the latest and most accurate dashboards and tools, and illustrated with case studies and examples, Marketing by the Numbers shows you how to:

• Predict, monitor, and measure the success of campaigns based in both traditional and Internet media.

• Align marketing and business goals.

• Concentrate on the right metrics rather than drowning in a sea of data.

• Turn your data into actionable recommendations.

Connecting your marketing spending to actual sales and revenue has always been a convoluted path, but never have the outcomes been more urgent than they are today. With helpful techniques, checklists, and case studies, Marketing by the Numbers reveals how you can effectively use the data at your disposal, and take advantage of every marketing opportunity.

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