Committees | Events & Webinars | Marketing Accountability & Effectiveness | ANA

Marketing Accountability & Effectiveness

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I.  2010 EFFIE AWARD WINNING CASE STUDY - E*TRADE TAKING CONTROL (9:45AM - 10:45AM)
E*TRADE's challenge in the midst of a recession was to inform investors they can take control of their finances at E*TRADE. We used our brand ambassador, the E*TRADE Baby, with a combination of online and print, to reassure people they could take control of their finances. We needed to drive more people to etrade.com, increase the number of accounts and make sure people heard our message. Millions of views and visits later, E*TRADE saw tremendous growth in net new brokerage accounts and reached a record number of accounts and increased customer activity.
Speakers:
Jon Holding
, Account Director - Grey NY
Lea Stendahl, Senior Director, Marketing - E*TRADE


II.  FRAMEWORK FOR MARKETING ACCOUNTABILITY 2011(11:00AM - 12:00PM)
What questions is it going to answer? Not only where do you begin, and why - but what does your organization actually need? What is it capable of? How do you determine what your needs are? And how do you address those needs? What's currently working? What's not?

Marketing Accountability is about clarifying the links between marketing activities and business outcomes. If marketing wants to be taken seriously, really seriously and have a seat at the adult table it has to be accountable. But what does accountable really mean? It means predictable. Finance cares about three things risk, growth, and profit. If you want credibility with this group, if you want your work to matter and to get the respect it deserves, you have to develop a framework the produces a predictable ROI.
Speakers:
Steve Smith,
Former CMO - Enterprise Rent-A-Car
Pat LaPointe,
Managing Partner - MarketingNPV


III.  AND THE WINNER IS... U.S. POSTAL SERVICE
(1:00PM - 2:00PM)
Named after advertising legend David Ogilvy, The ARF David Ogilvy Awards for Excellence in Advertising Research annually celebrate his spirited advocacy of research in making good advertising better, recognizing the role of consumer research in creating successful advertising.

The ARF David Ogilvy Awards were inspired in 1993 when Coca-Cola sought the ARF's assistance in integrating research into their advertising development process. So successful were the process and results, that even the creative agencies embraced it.

The Postal Service recently was awarded the Grand Ogilvy Award for its Priority Mail "If it fits, it ships" integrated advertising campaign.   This presentation will discuss the approach the Postal Service used to ensure rigorous campaign development and execution.  It will review a multi-phase research program used to develop the overall communications strategy and then to develop from rough to finish forms the specific ads.  It also will review the approach to develop an integrated media plan along with a multi-channel response program. 
Speakers:
Greg Whiteman,
Manager, Market Research - U.S. Postal Service
Dave Lockwood,
Solutions Planning Director - CE