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 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.