Measure What Matters for Integrated MarketingJanuary 20, 2012
By Bill Duggan, Group EVP, ANA
There's a line in this business that goes something like, "What matters get measured and what gets measured matters." In ANA's latest integrated marketing survey we asked two questions on performance review measurements:
- Are there any performance measurements in your employee performance review related to the successful integration of different marketing communications functions?
- Are there any performance measurements in your agency performance reviews related to the successful integration of different marketing communications functions?
The results are a mix of good and bad news. There are some enlightened marketers with such metrics, but they are in the minority - 36% for employee reviews and 46% for agency reviews.
The lesson here for marketers is simple. If integrated marketing is indeed important, there should be formal performance review measurements-both internally and with agencies-related to successful integration.
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