Marketing Accountability
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
Maximizing ROI for Digital Images
Jody Sutter, managing director, OnRequest Images, discussed three trends in brand imagery and suggested best practices for marketers managing digital images.
Research Report: Top Benchmarks for Marketers
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.
How to Determine Marketing ROI
Don Sexton, Professor of Marketing, Columbia University, explains the concept of Customer Value Added® and how it can help marketers determine ROI in this ANA Insight Brief based on his acclaimed book, Value Above Cost.
Delivering Returns Through Sports and Stadium Sponsorships
Kat Sloan, VP at Hill Holiday, and Barry Bluestein, managing partner/COO of Source Communications, discussed how Verizon's sponsorship of the New York Mets has delivered value and ROI and presented case studies of other sports sponsorships.
Effecting the Shift: Let the Transformation of Marketers Begin
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.
IBM Case Study: Understanding the Effectiveness of an Event Portfolio
Cheryl Max at IBM discussed the system her company uses to track and analyze its event portfolio.
Why Data Should Be Your Creative Rocket Fuel
In this article Paul Price of RAPP explains the new competitive advantage of data-driven marketing.
Sponsorships and ROI
Sponsorships are another marketing technique which have only been assessed through fairly superficial measures. As with PR, most of the "ROI"-type of analyses focus on the number of people who might (or did) become aware of the sponsor.
Death to Inefficiency and Waste
This Advertiser article reviews lean thinking and how Ad-ID contributes to an organization's overall efficiency.
The 29% solution - Print's new priority
The author discusses the challenges and opportunities that lie in print in rural/hometown/local communities.
Return On Investment: New Ways To Make The Numbers Work
The author examines new ways of looking at ROI.
Orchestrating Marketing Excellence
The past several years of challenging market conditions have provided a number of valuable lessons learned with respect to business in general.
Inside Information: TV Upfront: Heading for Change?
Results from ANA's recent Upfront survey.
In Search of Respect: The Yellow Pages
The true "national" marketer is largely missing the yellow pages value proposition.
