• by Joe Mandese  @mp_joemandese, February 21, 2012

It happened this morning during OMMA Metrics & Research’s opening panel, when Marketing Evolution’s Rick Bruner plugged the company’s founder Rex Briggs’ new book: SIRFs-UP, which just so happens to be launching today.

The book, which is the second Briggs has written (remember “What Sticks,” the one he wrote with former IAB and current MMA chief Greg Stuart?), also launched a brand-spanking new website this morning to promote and actually sell the book.

SIRF, in case you were interested in the derivation of the title, is an acronym that stands for “Spend to Impact Response Functions.”

Okay, so Briggs isn’t that skilled at naming his own brands, but you know he has quite a reputation for analyzing consumer brands, and according to the copy on the book’s website, his new book will teach you: “How Spend-to-Impact Response Functions are changing the face of marketing, providing unprecedented ability to forecast and manage ROI.”

And to give you a little more ROI for your buck, the site is offering you 25% off if you pre-order the book now.