Contents Acknowledgments CHAPTER 1 Introduction: How to Drive Successful Marketing ROI Case Study 1: Ace Hardware: Supporting Brick and Mortar with Online Ordering CHAPTER 2 Principles for Measuring Marketing ROI: What to Measure and How to Measure It Case Study 2: Ice.com: Using Tweets, Blogs, and YouTube to Sell Diamonds CHAPTER 3 Measuring the Immeasurable: Branding, Buzz, and Social Media CHAPTER 4 Mapping Marketing ROI to the Sales Funnel Case Study 3: Nike Sees a Jump with Viral Video CHAPTER 5 Best Practices: Budgeting and Projecting Marketing ROI CHAPTER 6 Tools for Measuring Online Performance to Maximize ROI Special Section A: Measuring with Marshall CHAPTER 7 ROI in the Enterprise Case Study 4: Epic Change: Small Change Is Fine for a Small Nonprofit Special Section B: Marketing ROI Basics: A Refresher Marketing ROI Glossary Index
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).