By Pam Boiros
Marketing budgets at most companies are stretched tight and under more scrutiny than ever before. Marketing leaders need to justify every expenditure and ensure that marketing budgets are spent in ways that get results. Traditional media outlets are in transition, and online and social channels present new and interesting measurement opportunities. Marketing by the Numbers by Leland Harden and Bob Heyman (Publisher: AMACOM © 2011) 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 authors pay special attention to the new generation of web tools, and reveal how any business can effectively use the data available to them in order to take advantage of every marketing opportunity.