Marketing Accountability
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Accountability in Advertising
Avinash Kaushik, analytics expert and evangelist at Google, discussed how marketers can achieve effective ROI using analytics.
Making Progress
This article hightlights findings from the ANA's Fifth Annual Marketing Accountability Survey.
Branded Events - American Express: A Case Study
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.
Leveraging Customer Data and Advanced Analytics to Transform the Gaming Industry
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.
The Evolution of Marketing Measurement and Analytics in Today's Dynamic Economy
Pat LaPointe, Managing Partner at MarketingNPV, discussed the importance of using marketing measurement and analytics.
Biometrics, Eye Tracking, and Improving ROI of Your Media and Marketing Investments
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.
Data: The Ultimate Driver of Growth
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.
2008 Annual Conference CMO Roundtable
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.
Positioning for Growth in a Challenging Economy
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.
The Path to Marketing Accountability: Phase V
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.
AON Trade Show Best Practices and ROI Measurement
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.
Derive Insight and Enhance Campaign Performance—iCrossing and Dollar Thrifty, A Case Study
Dollar Thrifty and iCrossing used a marketing analytics platform to demonstrate the effectiveness of marketing campaigns.
Marketing Accountability "In Crisis": Learning from the MCA at Asia Pacific Breweries
Asia Pacific Breweries used a tool that measures marketing communications for two different situations—the SARS crisis and aggressive competition.
Measuring Marketing Effectiveness
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.
Masters of Marketing: Staying Ahead of the Game
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.
Transforming Your Marketing Accountability Program
A panel moderated by Don Sexton, Professor of Marketing and Management Science at Columbia University discussed several issues facing most marketing accountability programs today.
Finance: Friend or Foe? The CFO Perspective
The results of an ANA and Financial Executives International (FEI) survey were shared.
A Marketing Accountability Program
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.
Marketing Analytics: Sinkhole or Strategic Advantage?
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.
Strategic Resource Allocation: How Merck Measures the Payback on Marketing Investments
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.
