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Marketing by the Numbers


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Table of Contents



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: 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


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


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


About the Author

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 ( Together, they are the authors of Digital Engagement (978-0-8144-1072-1).

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