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

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

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

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

Synopsis

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 methodsto:


• 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.

Excerpt

Computers have made practically everything easily measurable. Yet, their ubiquity is quite likely to make a marketing manager quite miserable. Why? Because the C-suite knows that every dollar spent on what is now routine online marketing can typically be counted back very specifically, to fractions of a penny, to sales results. This is especially true if you’re talking about marketing expenses and the marketing ROI derived from paid search, pay-per-click web banner campaigns, web affiliate programs, or the response rate of an e-mail campaign.

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