MARKETING BY THE NUMBERS(ISBN=9780814416204) mobi 下载 fb2 夸克云 azw3 网盘 pdf pmlz

　　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. Market ing 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 to the 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.

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　　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 Vice President of

Institutional Advancement at Hardin Simmons University. Heyman is

the CEO of the Digital Engagement Group and the creator of Kidzter

(www.kidzter.com). Together, they are the authors of Digital

Engagement (978-0-8144-1072-1).

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书籍介绍

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. Market ing 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 to the 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.