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.