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Marketing by the Numbers by Bob HEYMAN, Leland HARDEN

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CHAPTER 6Tools for MeasuringOnline Performanceto Maximize ROI

IN THIS CHAPTER, we’ll look specifically at online tools and how they can be integrated with sales and CRM databases, to extract the numbers you need for calculating the ROI of your marketing expenses. We find many marketers are not as familiar as they’d like to be with these tools. Rather than hand the whole responsibility to your IT department or your ad agency, you should understand the limits and capabilities available to you today.

There are many free tools and programs online to measure your marketing investment and assist in determining some of your net revenue numbers. We’ll go over the main products available in North America, tell you what you’ll be getting for your money, ...

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