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Marketing by the Numbers by Bob HEYMAN, Leland HARDEN

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CHAPTER 2Principles for Measuring Marketing ROI

What to Measure andHow to Measure It

COMPUTERS HAVE MADE practically everything easily measurable. Yet, their ubiquity is quite likely to make a marketing manager quite miserable. Why? Because the C-suite knows that every dollar spent on what is now routine online marketing can typically be counted back very specifically, to fractions of a penny, to sales results. This is especially true if you’re talking about marketing expenses and the marketing ROI derived from paid search, pay-per-click web banner campaigns, web affiliate programs, or the response rate of an e-mail campaign.

Today, this kind of trackable performance is increasingly being requested for other kinds of marketing expenses, including ...

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