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Small Business Digest


-Measuring Dollars Against Performance Is Key to Profitable Marketing

Despite the growth of the Internet and all the accompanying offerings, traditional marketing vehicles—direct mail, print, TV, radio, point-of-purchase offers, trade shows and special events—haven’t lost their power to compel.

However, as marketing budgets get tighter and marketers are called to do more with less, marketing managers cannot afford to invest in strategies that fail to contribute, in direct and measurable ways, to the financial health and longevity of their organization.

“Connecting your marketing spending to actual sales and revenue has always been a convoluted path, but never a more urgent one than today argue authors Leland Harden and Bob Heyman.

In their new book, Marketing by the Numbers: How to Measure and Improve the ROI of Any Campaign,

Harden and Heyman present the most effective techniques and useful tools for getting the best return from marketing dollars. What’s more, they offer insights to help marketers understand their role from the finance department’s point of view and communicate the value of their marketing decisions to the C-Suite.              

Going beyond counting clicks and response rates, Marketing by the Numbers shows marketers how to assess the risk and profit of a proposed marketing campaign—especially one spread across multiple media. With clear examples to guide them, readers will learn the best practices for implementing and evaluating key marketing analytics, finding relevance in a sea of fuzzy data, and aligning both quantitative measurements and qualitative factors, including social media, to impressive financial dividends.

Filled with proven methods and helpful dashboards, charts, and checklists, chapters clearly explain:

  • What to measure in terms of trackable performance for marketing investments—sampling programs, e-mail blasts, awareness campaigns, pay-per-click Web-banner campaigns and more—and how to accurately measure and monitor what’s worth measuring. 
  • How to measure word-of-mouth and word-of-Web buzz, with a close-up of state-of-the-art methods for tracking “sentiment” in Facebook and Twitter conversations.
  • The payoff of coordinating marketing efforts with sales and customer-relationship management efforts, with a focus on branding strategies, techniques and tools that lead directly to sales by making it easy for customers to buy.
  • How to build an ROI-based culture within a marketing department and enterprise-wide, with tips and tactics for communicating the ROI results of marketing initiatives and gaining ROI buy-in at every level of the organization.

The authors offer case studies, such as Ace Hardware’s simple, widely popular and highly successful “ship-to-store” e-commerce marketing program;’s brilliant use of YouTube to sell diamonds; and Epic Change’s feat of raising $11,000 in 48 hours on Twitter to build a classroom in Tanzania. The book also features a special section on measuring the bottom-line value of social media by Web-metrics guru Marshall Sponder, as well as a roundup of the best free tools and programs available online to help marketers measure every investment and determine their net-revenue numbers.

As Harden and Heyman tell their readers upfront: “It doesn’t matter if you are a profitable commerce engine, a nonprofit, an educational institution or a government entity with a message to impart. Experienced marketers need to learn new tricks to stay competitive.” For marketers of all levels in all fields, Marketing by the Numbers shows how to factor finance into marketing analytics and take full advantage of every marketing opportunity, online and offline.      

Leland Harden and Bob Heyman began working together in 1994, during the earliest days of the World Wide Web revolution. The two co-founded Cybernautics, a standard-setting new economy marketing agency that launched some of the biggest brands on the Web.

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