Marketing Accountability

This research report draws on survey research conducted throughout 2009 and also highlights "hot" topics to marketers such as brand building, newer media, agency evaluations, marketing accountability, agency holding companies, global marketing, agency audits, and hourly rates.

Don Sexton, Professor of Marketing, Columbia University, explains the concept of Customer Value Added® and how it can help marketers determine ROI in this ANA Insight Brief based on his acclaimed book, Value Above Cost.

Kat Sloan, VP at Hill Holiday, and Barry Bluestein, managing partner/COO of Source Communications, discussed how Verizon's sponsorship of the New York Mets has delivered value and ROI and presented case studies of other sports sponsorships.

Industry expert, Scott Davis, senior partner, Prophet, breaks down his acclaimed book, The Shift, in this ANA Insight Brief, sharing the five steps that marketers can take in order to lift their marketing capabilities to the next level.

Ben Kline, Chief Strategy Officer, Leo Burnett Company, Inc., shared his agency’s thoughts on the need for companies to embrace the idea of marketing with a purpose.

This Research Report looks at the impact of the economic downturn on marketing and marketing accountability programs. It also captures best marketing practices during a recession and whether companies with successful marketing accountability programs are better off than those without.

Pat LaPointe with Marketing NPV, along with Michelle Mac and Tom Lehman with SAS, discussed how marketers can use marketing simulation tools to create action plans. They also presented a sampling of simulation tools in the marketplace today and explained various technologies and implementation approaches.

Barbara Bacci Mirque, EVP, ANA, shared the results of the 2009 ANA/MMA Marketing Accountability Survey.

Today, the chief marketing officer (CMO) is too often a C-Suite member only because someone put a “C” in the title. CMOs rarely report to the CEO, and they have far shorter tenures than the rest of the C-Suite. Improving the length of CMO tenure requires changing the way Marketing is run and how senior management perceives it. In this research report, Rob Duboff, CEO and co-founder of HawkPartners, looks at ways to lengthen CMO tenure and improve Marketing’s performance, starting with establishing a definition of what the enterprise wants and needs from Marketing that is associated with accountability (shared or sole) and firm time lines.

Marni Gordon, director of marketing & media committees at the ANA, shared the results of a joint survey on the use of newer media platforms, which compared findings from B-to-B and B-to-C marketers.

Mark Chmiel with Denny's Corporation and Antony Young with Optimedia International U.S., Inc. discussed Denny’s unconventional approach to promoting the brand through its Grand Slam breakfast giveaway.

James Daniels, vice president of marketing at Church & Dwight Co., Inc, discussed how Trojan has used metric-based strategic planning and monitoring to improve media efficiency and grow franchise sales and presented a case study.

Steve Smith, VP and CMO at Enterprise Rent-a-Car, outlined principles for building a highly strategic marketing accountability and effectiveness program that drives business growth.

Wes Nichols, CEO of MarketShare Partners, discussed how to use state-of-the-art analytics to cost-effectively reach consumers and gave an example of how this was successful for Mercedes-Benz.

Liz Cahill, Vice President of Marketing and Communications at Lee Jeans, discussed Lee’s decision to move toward a more integrated and accountable system.

Richard Ettenson, with the Thunderbird School of Global Management, discussed the complicated relationship between marketing and finance.

This paper represents the final report of a joint year-long, multi-phase study from 4A's, ANA and IAB. It identified the priorities, capabilities and partnerships required across the marketer-agency-media value chain to optimize now and prepare for the future. Findings were released in October 2007, February 2008 and September 2008.

In this article Carole Walker, VP of Integrated Marketing Communications, Mars Snackfood US describes how Mars is able to produce full-contact communications designed to delight fans and attract consumers.

Eve Reiter and Eddie Hill of American Express described how their company measures the effectiveness of its marketing programs and balances long-term branding with ongoing customer engagement and loyalty initiatives. They explained how this is managed over cross-functional teams to align on key metrics of success and presented three case studies, which focused on a brand-building campaign, the small-business Plum Card introduction, and a social advocacy program.

John Nardone, Chairman and CEO of [x+1], discussed the benefits of performance marketing and presented a case study on Kraft.

Ed Abrams from IBM and Harvey Kipnis from OgilvyOne presented a list of seven steps marketers can take to become more accountable and discussed a case study on how they used analytics to drive growth in IBM’s mid-market advertising.

Joseph Jaffe, President and Chief Interrupter at Crayon, discussed how conversations using social media require different marketing metrics than traditional media campaigns.

Cheryl Max at IBM discussed the system her company uses to track and analyze its event portfolio.

Barbara Bacci Mirque, EVP, ANA, shared key learnings from the ANA’s 2008 Marketing Accountability survey.

Richard Vincent and Matt Lower with Smartfusion presented a case study of their experience with pop-up marketing for Procter & Gamble.

Members of the ANA Sponsorship and Event Marketing Committee shared their thoughts on how best to manage sponsorship and event budgets during tough economic times.

In this article ANA President and CEO Bob Liodice discusses driving growth in uncertain times.

In this article Paul Price of RAPP explains the new competitive advantage of data-driven marketing.

In this article Stephan Loerke, managing director of the World Federation of Advertisers explains a global vision for audience measurement.

Avinash Kaushik, Analytics Expert and Evangelist at Google, discussed how marketers can achieve effective ROI using analytics.