book by John Davis
Read blog post and comments here
http://blogs.yain.com/1154/measuring-marketing-103-key-metrics-every-marketer-needs
View book details and ordering info here
http://www.amazon.com/Measuring-Marketing-Metrics-Every-Marketer/dp/0470821329%3FSubscriptionId%3DAKIAJ2QOBCKO2BR7SHXA%26tag%3Dyaintechnolog-20%26linkCode%3Dxm2%26camp%3D2025%26creative%3D165953%26creativeASIN%3D0470821329