Marketing Accountability

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.

This article hightlights findings from the ANA’s Fifth Annual Marketing Accountability Survey.

Gabrielle Chamberlain, Client Services Director at Imagination, and Michael Burns, Director of Executive Meetings & Events Division at American Express, discussed keys to success in creating branded events.

Steve Pinchuk, General Manager of Profit Optimization Systems at SAS, shared his perspective using customer, operational, and financial data to turn Harrah’s Casino from a second tier casino operator to the largest gaming/hospitality company in the world.

Pat LaPointe, Managing Partner at MarketingNPV, discussed the importance of using marketing measurement and analytics.

Carl D. Marci of Innerscope Research and David Friedlander from the National Geographic Channel discussed how neuroscience research can be used in measuring marketing effectiveness.

Drew Slaven, General Manager at Mercedes-Benz and Paul Price, Global President of Rapp Collins discussed the importance of using data analysis to grow business.

A recent study looked at digital media and the relationships between advertisers, agencies and media companies. Industry leaders discussed how they’re weathering the financial crisis and the influence of digital media.

At the 2008 ANA Annual Conference, Nick Utton, CMO of E*Trade Financial, and Ken Zasky, President of Sparks Communication, provided a set of guidelines geared towards helping brands grow despite economic strife.

This white paper, designed to expose the current state of the industry and examine progress of marketers, presents the findings of the 2008 marketing accountability survey conducted by the ANA and MKTG.

Hans van Heukelum, VP of Global Marketing, spoke about the ways in which creating a new strategy for trade show management brought AON significant increases in ROI.

Dollar Thrifty and iCrossing used a marketing analytics platform to demonstrate the effectiveness of marketing campaigns.

Asia Pacific Breweries used a tool that measures marketing communications for two different situations—the SARS crisis and aggressive competition.

Bohnsack, VP of Research at GMR Marketing, shared GMR’s proprietary research study measuring the effectiveness of components in the marketing mix and discussed GMR’s approach to developing a return on investment (ROI) model.

In preparation for the 2008 Annual Conference where a CMO Roundtable session is scheduled, this article reviews the findings of the Marketing and Media Ecosystem 2010.

A panel moderated by Don Sexton, Professor of Marketing and Management Science at Columbia University discussed several issues facing most marketing accountability programs today.

The results of an ANA and Financial Executives International (FEI) survey were shared.

David Bond, Director of Business & IT Strategy at Sapient, and Alex Chepovetsky, Director of Interactive at Sapient, shared tips of how to overcoming six top obstacles to adopting marketing analytics and five best practices. They also presented a case study exploring the Royal Bank of Canada’s use of marketing analytics and integrated marketing.

Merck, one of the world's top pharmaceutical firms, has developed a deep understanding of marketing ROI, from advertising to events to direct selling and more. Merck integrates marketing, finance, and business unit stakeholders to build and refine their processes for forecasting, measuring, and assessing the relationship between investment and return.

Rich Martino, Senior VP of Marketing Information & Research at US Bank, discussed his organization’s implementation of a Relationship Management and Customer Decision System, which allowed for increased customer insight, customer interaction, and customer improvement.

What happens when you move from a "pure gut" marketing approach to a structured marketing strategy that uses advanced analytics to improve decision making? Doug Palladini, VP of marketing at Vans, a leading national sports apparel/footwear company, discusses the firm's transformation.

Doug Brooks discuss keys to successful marketing accountability program, including, who to get involved and when; how to set and manage expectations on what business questions will be answered and with what level of precision; the typical challenges and barriers companies face (people, process, etc); and the appropriate messaging across the organization throughout the process.

Dean Adams, director of Corporate Brand Management for 3M, discussed 3M’s brand management framework, which is intended to improve and simplify their processes to better deliver their brand promise.

An exclusive ANA survey finds that successful integrated marketing programs - long the holy grail for major national advertisers - remain as challenging today for marketers as they have for the past several years.

Tom Seclow, leader of the Marketing Officer Practice of Spencer Stuart, put CMO tenure data in perspective and discussed the steps marketers can take to increase their likelihood of long-term success.

Results focused, sales contributing, integrated marketing is a top priority for client-side marketers. Learn where the business is going now with two new tools that you can apply to your business today to accelerate your speed to analytics, insights, and improved results.

This article describes how Claire Bennett’s rare combination of creative and financial sense has helped elevate the marketing organization at American Express.

This guideline presents two approaches to stimulating new thinking about marketing measurement, which unchecked can seriously impair the marketer's ability to make smart decisions beyond the next quarter or two - particularly with fully integrated programs designed for lead generation and brand and customer development.