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Marketing by the Numbers: How to Measure and Improve the ROI of Any Campaign (Agency/Distributed) Hardcover – 1 Jan 2011

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From the Back Cover

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.

About the Author

Leland Harden (Abilene, TX) and Bob Heyman (San Francisco, CA) cofounded Cybernautics, a standard-setting new economy marketing agency that launched some of the biggest brands on the web. Harden is now Vice President of Institutional Advancement at Hardin Simmons University. Heyman is the CEO of the Digital Engagement Group and the creator of Kidzter ( Together, they are the authors of Digital Engagement (978-0-8144-1072-1).

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Most Helpful Customer Reviews on (beta) (May include reviews from Early Reviewer Rewards Program) 3.0 out of 5 stars 4 reviews
0 of 1 people found the following review helpful
5.0 out of 5 stars Real Marketing Advice 21 Feb. 2011
By Chase - Published on
Format: Kindle Edition Verified Purchase
In an economy where most organizations are watching every dime and yet integrating themselves within the social web; the big question is about how it all affects the bottom line. While big brands can typically make marketing a branding exercise; Marketing by the Numbers explains the difference between soft metrics and that all important bottom line. I liked this book. It makes sense and is up-to-date. Something not too many marketing books offer these days, especially on the subject of ROI. CEO's of the biggest companies all the way down to the startup should read this book.
1 of 1 people found the following review helpful
2.0 out of 5 stars Marketing by the Numbers 17 April 2011
By mjwolfe - Published on
Format: Hardcover
This book was a disappointment. There are a number of similar books on the market that basically have the same theme: Go out and generate a bunch of complicated metrics and "sort of" get an idea if your marketing is working.
There is nothing new here and the basic approach is neither useful nor practical for real marketing practitioners. With predictive modeling and analytics, marketers can know the complete and accurate story of marketing ROI in all its detail. The authors are obviously clueless to this and therefore really are not plugged into what practitioners are doing.
0 of 1 people found the following review helpful
4.0 out of 5 stars Hits the Bullseye! 3 Jun. 2011
By DSL - Published on
Format: Hardcover
Marketing by the Numbers hits the bullseye on ROI. Leland and Heyman have penned yet another book which gives the how to brands can establish their best ROI using traditional and digital methods. The book is very well thought out, and comes from years of combined experience. Here's two authors who not only know how to get it done, but have done it themselves. Books like these are kept on my desk.
3 of 8 people found the following review helpful
1.0 out of 5 stars Kindle? please! 29 April 2011
By Stephen - Published on
Format: Hardcover
Anybody who would price the Kindle version of their book at over $15 doesn't know a thing about marketing in the 21st century.
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