Marketing management: Accountability

 

Blue-chip FMCG companies, such as Unilever, P&G and Cadbury, can improve their relationship with the City by changing their reporting on marketing budgets from half-yearly to quarterly, or by issuing ...

In this concise analysis, Hugh Davidson throws down a challenge to marketers. He describes how shareholder value, the theory that has dominated the way public companies are run, has become perverted a

Marketing accountability and prediction remain complex and difficult; it is harder than ever to understand cause and effect. Surveys show that effective marketing ROI programmes require many parts of

The article describes Diageo's system for evaluating marketing effectiveness for all its products worldwide. There are three basic principles: simplicity, a pragmatic approach, and focusing on getting

The article discusses the challenges still faced by marketing in getting acceptance. Marketing is viewed by sales forces, chief financial officers, chief manufacturing officers, chief executive office

This paper details five simple questions a CEO (or CFO) can ask senior marketing executives in to understand an organisation's core marketing strengths and weaknesses and realign marketing priorities ...

The 2008 ANA Marketing Accountability Survey noted that while there are some marked improvements, gaps remain in critical areas, such as aligning marketing efforts with corporate goals, developing cro ...

This article argues that the perceived weakness of marketing in the boardroom is not because marketing in complex and 'in transition', but because marketers fail to deliver their core responsibility: ...

There is increasing scrutiny of marketing activities and a growing demand for greater accountability of the marketing function. This article asserts that such accountability cannot be achieved until g ...

The fact that brand accountability is important is not new, but it appears that few senior marketers have grasped how to represent the importance of branding to their senior managers. Most research sh ...

This article discusses new ANA research which reveals a lack of progress (and growing frustration) with marketing accountability programs at most companies. Advertisers want to know if they're getting ...

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 ...