Marketing management: Accountability

 

Only half of commercials work positively, and some are even negative. Despite this, few ads are tested, while sales response is also a poor indicator of effectiveness, because of uncontrollable variab ...

Marketers are natural optimists, but finance officers are required to be objective in pointing out risks and limitations. Thus, if marketers cannot demonstrate payback and rely on unsubstantiated futu ...

The problem of achieving accountability and measuring effectiveness in advertising is not a new one. There are several reasons why it is hard to isolate effects attributable to the advertising, or to ...

Good marketing can have a direct impact on shareholder value, which depends on forecasts of future earnings. But marketers rarely demonstrate this; they are usually more concerned with building brand ...

Martin Deboo, consumer goods analyst at investment bank Investec, argues that marketers and shareholders are on the same side when it comes to wanting sustained and profitable organic brand growth. Ho ...

Ed See, president and chief operating officer of Marketing Management Analytics, says that 'by bringing together all relevant information, marketing can make the right decisions at the right time'. He ...

Les Binet, European director of DDB Matrix, and marketing consultant Peter Field discuss the measures used to assess effectiveness (doing the right thing) and accountability (being seen to do the righ ...

In this introduction to Admap's June 2007 report on admetrics, Roderick White summarises the challenges facing marketing professionals to prove that the money spent on advertising (for instance) has b ...

Accountability has become increasingly critical to proving the value of marketing communications, especially in terms of justifying marketing spend to financial executives who often view it as a discr ...

This article argues that some marketing organisations become too obsessed with metrics such as brand awareness or `brand equity', to the point where they lose sight of the main objective, to achieve s ...

The term 'ROI' can mean a multitude of things in an advertising and marketing context, and in a sense this is necessary depending on what exactly it is that brand owners want to measure. Some brands c ...

Environmental sustainability has now become a key competitive differentiator that generates profit, and it must therefore be included in marketing metrics. Areas discussed and illustrated include: red ...

This article provides advice on how to develop and complete a simple brand scorecard. The benefits of such an approach come both from the results than can be expected as a result of its introduction, ...

In this article, a number of marketing professionals discuss why their dashboards and other measures work for them. The key is a tight relationship with finance: without alignment and support from fin ...

This paper discusses whether researchers really want to become the pro-active, consultant level professionals that they so often claim, or if they are actually happier in a reactive role, applying the ...

Marketing budgets are increasing rapidly in China as its economy grows, and this is fuelling an increasing demand for accountability. It is especially difficult, however, to establish marketing ROI in ...

This article offers guidance for marketers on how to choose what to cut when forced to reduce marketing budgets. Key candidates are the company's operational sacred cows, the over-use of any one mediu ...

This paper discusses Customer Franchise Value (CFV), a concept whereby marketers can express the future value, in terms of customer retention and the expected value from those customers, of current ex ...

Andy Farr, global head of research and development at Mindshare Worldwide, shows how a value can be put on the thoughts and feelings that consumers have about brands. He describes how brand valuations ...

Pat McGowan and David Meer, from Marakon Associates, argue that over-reliance on ROI (return on investment) analysis for advertising budget setting will lead to disappointments and missed opportunitie ...

David Dixon and Sebastian Shapiro, from Ninah Consulting, maintain that current ROMI (return on marketing investment) marketing-mix models provide an incomplete view of how marketing drives value, and ...

This paper describes the third ANA survey among members into marketing accountability practice. Marketers defined as `capable and confident' use predictive modelling tools and metrics to forecast the ...

This article reports on a recent ANA survey amongst Chief Marketing Officers (CMOs). As a group, CMOs suffer an unprecedented level of pressure, and their tenure tends to be short. But the survey foun ...

This article forecasts the likely developments in marketing analytic tools and technology. Among the predictions made are that more attention will be paid to marketing analytics at a higher level in c ...

Ed Wooller, from MindShare, argues that in order to achieve the twin goals of making marketing more accountable and building the brand, it is imperative that companies develop methodologies for measur ...

Jeff Haggin, CEO and President of Haggin Marketing, argues that a direct response element should be built into every communication, on-line or off-line, so that by counting responses you can see what ...

Discusses the problems of achieving accountability in marketing, based on the report of the ANA's Marketing Accountability Task Force. Developing a `culture of accountability', with full support from ...

Under pressure for greater accountability, few marketers dispute the need for improved means to monitor performance and to justify budgets. However, this article argues that the traditional use of a ' ...

Do researchers really want to be the pro-active, consultant level professionals that they so often claim? Or are they actually happier in a reactive role, applying their professional skills to meet th ...

Trevor Richards, global director of brand and advertising research at TNS, makes a further contribution to the advertising accountability debate, and the search for a holistic system to measure and le ...