MARKETING BY THE NUMBERS: HOW TO MEASURE AND IMPROVE THE ROI OF ANY CAMPAIGN
Book ID/图书代码： 00431010B39129
English Summary/英文概要： 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.
Chinese Summary/中文概要： 随着市场预算的紧缩，支出消费比以往变得更加困难，同时必须确信美元花在刀刃上。《计数营销》向读者展示了如何实施，评估，分析和利用关键的分析方法让营销投资回报率达到最大化。 本书阐明了最佳做法和最有效的仪表板和工具，并为读者提供了以下经过验证的方法：
预测，监测并衡量传统和网络传媒的“营销战役”是否成功
协调业务和市场目标
关注正确的度量数据，而不是把注意力集中在海量的数据中
将数据转换成为可实施的建议
本书提供个案分析，技术以及核对清单，同时还特别关注新一代网络工具，并揭示任何企业能有
效地运用数据得到收益，利用每一个市场机遇所带来的优势。(兼职翻译-PXD)
Awards/获奖情况：
About the Author/作者介绍： Leland Harden （阿比林，德克萨斯州）和Bob Heyman（旧金山，加利福尼亚州）共同创办了Cybernautics——依照标准制定新经济的市场营销机构，并在网络上推出了一些大品牌。Harden现担任哈丁筹募西蒙斯大学的副主席。 Heyman是数码同盟集团的首席执行官，同时还是Kidzter（www.kidzter.com）的创始人。两人还是《数码同盟 》一书（978-0-8144-1072-1）的作者。
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 (www.kidzter.com). Together, they are the authors of Digital Engagement (978-0-8144-1072-1).
Format:HARDCOVER
Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE
Complex/Traditional Chinese/繁体中文：AVAILABLE
Sales in other countries/其他国家销售情况：
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