Marketing by the numbers how to measure and improve the ROI of any campaign
Measuring return on marketing investment doesn't have to be mysterious...even in the age of Web 2.0.
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
New York :
Amacom-American Management Association
2011.
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| Edición: | 1st edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009628514806719 |
Tabla de Contenidos:
- 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.
