Publisher's Synopsis
This book Includes:
- Important new coverage of intangible assets
- A rigorous and practical discussion of quantifying the value of information
- More detail on measuring brand equity
- A complete separate chapter on web, SEM, mobile, and "digital" metrics
- Practical linkages to Excel, showing how to use functions and Excel Solver to analyze marketing metrics
- An up-to-date survey of free metrics available from Google and elsewhere
- Expanded coverage of methodologies for quantifying marketing ROI
