Marketing Accountability Committee

Marketing Accountability Committee will focus on the use of appropriate brand and sales metrics to optimize expenditure choices and increase marketing effectiveness. Approaches marketers can use to provide greater oversight and achieve credibility for the organization's marketing efforts will be covered.

This committee helps program the annual ANA Marketing Accountability Forum, next planned for July, 2008.

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Discussion Topics :

• Advertiser/agency accountability dashboard
• Marketing metrics and financial outcomes
• Measuring and maximizing ROI
• The link between brand equity, brand loyalty, and ROI
• The use of technology to improve marketing department output
• Sales growth through extending a brand's domain