Marketing Accountability
Measuring Brand Value
Could a standardized metric prove that strong brands build shareholder equity? The ANA believes so, and its goal is to develop a uniform metric that provides a clear picture of what marketing efforts contribute to a company's bottom line.
Bob Liodice: The TV & Everything Video Revolution
Bob Liodice, president and CEO of the ANA, discusses the endorsement of the Ad-ID digital advertising asset coding system as the industry standard for implementing file-based workflows across the entire marketing supply chain.
What We've Learned: Driving Effective Returns with Digital Media
Todd Curtis, senior consumer insights manager, digital and applied analytics for marketing effectiveness, General Mills, Inc., and Mike Zeman, vice president, marketing solutions, comScore, Inc., provided an overview of the current state of online advertising, especially as it pertains to measuring advertising effectiveness.
What We've Learned: Driving Effective Returns with Digital Media
Todd Curtis, senior consumer insights manager, digital and applied analytics for marketing effectiveness, General Mills, Inc., and Mike Zeman, vice president, marketing solutions, comScore, Inc., provided an overview of the current state of online advertising, especially as it pertains to measuring advertising effectiveness.
Research Report: Top Marketer Issues Key Findings Report, 5th Edition
This Key Findings Report is based on the top issues identified by senior marketers. The top three issues going into 2011 are marketing accountability, building strong brands, and integrated marketing communications.
Social Media Metrics: How to Measure Your Success
Jim Sterne, founder of the eMetrics Marketing Optimization Summit, current chairman of the Web Analytics Association and author of Social Media Metrics, discussed levels of investment in social media as an attention getting vehicle, as well as measuring the correlating business results.
Social Media Metrics: How to Measure Your Success
Jim Sterne, founder of the eMetrics Marketing Optimization Summit, current chairman of the Web Analytics Association and author of Social Media Metrics, discussed levels of investment in social media as an attention getting vehicle, as well as measuring the correlating business results.
Social Media Metrics: How to Measure Your Success
Jim Sterne, founder of the eMetrics Marketing Optimization Summit, current chairman of the Web Analytics Association and author of Social Media Metrics, discussed levels of investment in social media as an attention getting vehicle, as well as measuring the correlating business results.
Intel: Measuring What Matters
Becky Brown, director of social media, Arlene Villanueva, global media director, and Beth Butrymowicz, global media manager, shared Intel's measurement program for paid and social media integration and measurement.
Intel: Measuring What Matters
Becky Brown, director of social media, Arlene Villanueva, global media director, and Beth Butrymowicz, global media manager, shared Intel's measurement program for paid and social media integration and measurement.
SCUBA: A Shallow Dive into Enterprise's Consumer Marketing
Steve Smith, chairman of the ANA Senior Marketers Think Tank Committee, outlined principles for building a highly strategic marketing accountability and effectiveness program that drives business growth.
Brand Equity and Accountability
James R. Gregory, CEO and founder, CoreBrand, shares his thoughts on brand valuation and accountability in this ANA Insight Brief. An AFLAC case study is also shared.
Everything Finance and Procurement Should Know About Social Media
Paul Dunay, global managing director, services and social marketing, Avaya, Inc., discussed Avaya's strategy for managing their social media portfolio.
Predictive Modeling
Melissa Adams, executive director, media, Organic, and Patrick Falconer, director, marketing intelligence, ORGANIC, outlined the principles and processes for developing a predictive media model.
You Can Measure Success: Implementing an Accountability Framework
Dimitri Maex, the managing director of Ogilvy Consulting, and head of the global data practice, Ogilvy & Mather Worldwide, discussed four steps marketers can take to better mine the plethora of data available to them.
IBM and Ogilvy: Marketing Analytics and Impact
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.
What Does It Mean To Be A High-Performing Marketing Leader?
Spencer Stuart's Tom Seclow and Justin Menkes discussed the concept of Executive Intelligence and the skills marketers need to lead in their organizations.
Measuring the ROI of Sponsorships: Case Study of the Jack Daniels' Racing Team
Rich Schreuer, SVP, Chadwick Martin Bailey, shared a case study of the Jack Daniels NASCAR sponsorship.
Many Happy Returns on Marketing
In this Q&A from Columbia Ideas at Work, Don Sexton, Professor of Marketing, Columbia University, discusses how marketers can measure and increase their contribution to the bottom line.
Owning the Right Strategic Imperatives
Scott Davis, author of The Shift, outlines a marketer's 5-step plan to becoming a growth catalyst
