Marketing Accountability

Vice President of Global Media and Communication at P&G Bernhard Glock shares P&G's approach to innovation and engages the audience in a discussion about their experiences.

Two marketing procurement organizations-JFE International Consultants and Pfizer Inc. share learnings and best practices as it relates to the advancement of procurement's strategic role and responsibilities, for improving the linkage to and buy-in from marketing, and for the sharing of industry and individual member best practices.

President of OptiMedia Antony Young explores the importance of marketing and how they can provide measurable return-on-investment stats to maintain a place in the corporate spending plans and avoid becoming a victim of spending cuts.

This article provides two new approaches for marketers who are responsible for planning, executing, and measuring programs. These methods help combat the pressure for short-term payback, manage the expectations of finance and build "bridges from short- to long-term value creation."

Intended to reveal key issues and concerns marketers have regarding the state of online advertising measurement and accountability, this report sponsored by the Audit Bureau of Circulations highlights some important apprehensions that ad buyers have, but also speak to a segment of the advertising industry rich with promise and potential.

This article discusses the things of companies overlook when hiring someone to fill the purchasing function and provides some hints on ensuring that a person with the skills to bridge the gap with marketing is selected to perform purchasing functions.

This article discusses what the recent boom in sports sponsorships by a diverse cross-section of corporations will effect haow consumers are marketed to.

This article discusses tools developed in the area of event marketing and management to help companies determine the ROI on attending conferences and tradeshows.

This case study exposes Bank of America's sponsorship strategy.

Shawn Marshall, VP of Multicultural Marketing of Vibes Media, presented information regarding the mobile ecosystem, building a mobile campaign, and mobile marketing in action.

During this presentation, Pat LaPointe from MarketingNPV explores effective strategies for closing data gaps and pushing through to a higher level of insight and credibility.

Booz Allen Hamilton highlights the key trends resulting from the Marketing & Media Ecosystem 2010 Study, a cross-industry, multi-phase study designed to explore how the digital media environment is reshaping the ecosystem of marketers.

The President of Performance Research Inc. Jed Pearsall and the Chairman of IEG Lesa Ukman share their knowledge on the latest developments on one of the hottest issues facing the industry, sponsorship measurement and accountability.

Prepared by ANA/MMA this white paper discusses the results of the fourth annual The Path to Marketing Accountabilty study.

This session highlights the findings of the latest joint research from ANA/BtoB Magazine; specifically, it provides insight into how marketers have moved from being primarily marketing communicators to becoming business leaders as they evolve into the force that connects marketing to business strategy.

This article reviews the findings of the fourth annual ANA Marketing Accountability Survey which found that dissatisfaction and frustration are common threads among executives attempting to solve the vexing conundrum of marketing accountability.

In this article, the CEO of CoreBrand Jim Gregory provides a personal perspective on brand accountability. Topics he touches on include recognizing the value of the brand, brand value, and the corporate reputation.

This article indicates what the ANA thinks with be the top 10 trends in 2008.

During this presentation, Rich Vancil, Vice President of the CMO Advisory at IDC shares his thoughts on the roots of the marketing performance measurement issue within high tech and highlights tools being used by CMO's to measure performance.

Judy Thompson and Cali Ressler explore the "results-only work environment" (ROWE) model, a revolutionary plan that changes the way work looks and feels.

The retired CMO of Wachovia Corporation explains the bank’s bold gamble on a postmerger corporate brand. Wachovia’s corporate marketing culture is a fact-based decision making system grounded in a truly exceptional triumvirate. Because Garrity believed so strongly in getting a return on his marketing investment, and because he was the consummate team player, his marketing group has the legacy of working hand in glove with the corporate finance and analytics departments. Indeed, in his years as the CMO of Wachovia, Garrity set the standards for a new kind of marketing ROI and accountability.

Jim Holbrook, EMAK CEO and Michael Palmer, EVP, ANA, address how one can inherit the ability to make key marketing decisions within business organizations.

This snapshot presents the thoughts of Robert S. Duboff, CEO of HawkPartners, who talks about how to successfully assess the ROI of marketing.

In this presentation Ray Kordupleski, President, Customer Value Management (CVM) and Mark Wolf, Guardian Life Insurance Company of America discuss how CVM helps companies capture & use customer data with the same understanding, discipline, and passion as financial data.

In this presentation Alice Petzoid, VP, Business Development, Sponsor Direct, presents the findings of the Hobson & Co. ROI Study involving Nestle and Washington Mutual.

ANA members provide insight on how they track customer-facing leading indicators along with core growth.

ANA members share information about resources they use for syndicated research on sponsorship of popular music entertainment, concert venues, and movie and television product placements.

Presentation from David Baron's (Senior Manager, Ernst & Young LLP) presentation on "Return on objective" and "Return on Investment" measurement.

In this article Bob Liodice, President and CEO, ANA, talks about what is being done in the area of marketing accountability.

Jack Myers explains for the advertising industry has changed over time.