MARKETING BY THE NUMBERS
作者： Heyman
出版社：McGraw-Hill 2011年12月
简介： With marketing budgets stretched tight, it's harder than everto justify expenditures, and ensure that marketing dollars arespent in ways that get results. Market ing by the Numbers showsreaders how to implement, evaluate, and utilize key analytics tomaximize marketing ROI. Explaining best practices and the mostuseful dashboards and tools, the book equips readers with provenmethods to: Predict, monitor, and measure the success of campaignsbased in both traditional and Internet media Align business andmarketing goals Concentrate on the right metrics rather thandrowning in a sea of data Turn data into actionable recommendationsProviding case studies, techniques, and checklists, the book paysspecial attention to the new generation of web tools, and revealshow any business can effectively use the data available to them;and take advantage of every marketing opportunity.
