mailto:?subject=Link to ANA content&body=Link%20to%20ANA%20content%0A%0ATitle.....%3A%20Marketing%20Effectiveness%E2%80%94Balancing%20the%20Short%20Term%20and%20Long%20Term%0ALink......%3A%20http%3A%2F%2Fwww.ana.net%2Fmiccontent%2Fshow%2Fid%2Fss_hill_033109%0A%0AEve%20Reiter%20and%20Eddie%20Hill%20of%20American%20Express%20described%20how%20their%20company%20measures%20the%20effectiveness%20of%20its%20marketing%20programs%20and%20balances%20long-term%20branding%20with%20ongoing%20customer%20engagement%20and%20loyalty%20initiatives.%20They%20explained%20how%20this%20is%20managed%20over%20cross-functional%20teams%20to%20align%20on%20key%20metrics%20of%20success%20and%20presented%20three%20case%20studies%2C%20which%20focused%20on%20a%20brand-building%20campaign%2C%20the%20small-business%20Plum%20Card%20introduction%2C%20and%20a%20social%20advocacy%20program.%0A%0A%0A------------------------------------------------------%0AClick%20on%20the%20link%20above%20to%20visit%20this%20page.%20%20If%20the%20link%20is%20not%20clickable%20in%20your%20email%20client%2C%20copy%20and%20paste%20it%20into%20a%20web%20browser.%0A