Marketing Accountability : Marketing accountability (general)

Containing data from ANA members such as Church & Dwight, Lee Jeans, and Mercedes-Benz, this ANA Insight Brief touches on a variety of marketing accountability topics, including Sarbanes-Oxley, how marketers can work better with finance, and marketing measurement.

Jody Sutter, managing director, OnRequest Images, discussed three trends in brand imagery and suggested best practices for marketers managing digital images.

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.

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.

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.

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.

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

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

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.

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

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.

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