Marketing Metrics Guide

This book Includes:
Important new coverage of intangible assetsA rigorous and practical discussion of quantifying the value of informationMore detail on measuring brand equityA complete separate chapter on web, SEM, mobile, and "digital" metricsPractical linkages to Excel, showing how to use functions and Excel Solver to analyze marketing metricsAn up-to-date survey of free metrics available from Google and elsewhereExpanded coverage of methodologies for quantifying marketing ROI