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Marketing by the Numbers: How to Measure and Improve the ROI of Any Campaign Hardcover – November 17, 2010


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Product Details

  • Hardcover: 256 pages
  • Publisher: AMACOM (November 17, 2010)
  • Language: English
  • ISBN-10: 0814416209
  • ISBN-13: 978-0814416204
  • Product Dimensions: 1 x 6.3 x 9.2 inches
  • Shipping Weight: 1 pounds
  • Average Customer Review: 3.0 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Best Sellers Rank: #1,541,696 in Books (See Top 100 in Books)

Editorial Reviews

Book Description

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 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 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.

From the Inside Flap

Using key analytics to measure the results of your marketing campaigns, predict future success, and justify your budgets has always been a tricky business. Enshrouded by a fog of equations, drowning in a sea of data, and lacking the systems to quickly and clearly communicate information with other departments, it may be tempting to throw your hands up and leave the outcomes of your company’s marketing investments up to fate.

Worse yet, as marketing budgets get tighter and you’re increasingly called on to do more with less, you can’t afford to waste time with strategies or metrics that fail to accurately capture the reality of what works and what doesn’t. In today’s marketing environment—enriched and complicated by a slew of all new online efforts and technology-driven avenues of possibility—many of the older methods used to measure the value of marketing media yield fuzzy and inaccurate data. Yet advances in marketing analytics make obtaining accurate return on investment (ROI) data more achievable than ever before. The key lies in reassessing the metrics of traditional marketing vehicles, and integrating them with a Web 2.0–appropriate set of strategies for determining marketing ROI.

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.

LELAND HARDEN and BOB HEYMAN cofounded Cybernautics, a standard-setting new-economy marketing agency that launched some of the biggest brands on the web. Harden is now Executive Vice President of Usee, Inc., a leading VOIP technology and services company. Heyman is Senior Partner at Digital Automat (www.digitalautomat.com), a hybrid Search-PR-Social media agency. Together, they are the authors of Digital Engagement, a guide to Web 2.0 marketing.


More About the Author

Leland Harden is an online veteran who began working in the industry in 1985. He currently serves as the consulting Vice President of Global Marketing for a leading VOIP technology and services startup in stealth mode. He is also on the marketing advisory board and a consultant to You In Web, a revolutionary search engine optimization technology. Previously, he was Vice President of Institutional Advancement at Hardin Simmons University in Abilene, Texas, where he was a leader in introducing cutting edge marketing techniques to the world of higher education. He has written numerous articles for leading industry trade publications, has been featured regularly on national and international television and radio, and speaks frequently on issues and techniques surrounding web marketing. An internationally recognized authority on online marketing, he was a founder of Cybernautics and later senior partner in USWeb's Audience Development practice. He was a founder and executive vice president of strategy and business development of GiftCertificates.com, a private company that achieved more than $130,000,000 in annual revenue. Mr. Harden holds a Bachelor's degree in Business Administration from Hardin-Simmons University.

Leland boasts extensive networks on Facebook and LinkedIn - social and business networking sites that define much of the revolution in marketing in the new Internet age - and others, is an active speaker at industry functions, guest writer for marketing publications, podcaster and blogger. The author touches tens of thousands of consumers annually with various activities.

Customer Reviews

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Most Helpful Customer Reviews

1 of 1 people found the following review helpful By mjwolfe on April 17, 2011
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.
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0 of 1 people found the following review helpful By DSL on June 3, 2011
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.
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0 of 1 people found the following review helpful By Chase on February 20, 2011
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.
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3 of 7 people found the following review helpful By Stephen Tyler on April 29, 2011
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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