Marketing management: Accountability

 

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 ...

Thayne Forbes, joint MD at Intangible Business, looks at how marketers can calculate an advertising campaign's contribution to the brand's future earnings (or equity) over the short and long-term. He ...

CEOs and market researchers talk a different language. CEOs talk in terms of results – the bottom line, the share price, key financial ratios. Research or consumer insight managers typically use terms ...

Martin Hayward and Nigel Paice, from dunnhumby, believe that reliance on intermediate variables, such as awareness or attitudinal measures, will soon become a thing of the past for campaign evaluation ...

Using the experience of measuring advertising payback accumulated at Data2Decisions, Paul Dyson and Karl Weaver discuss the ten factors that have the biggest impact on advertising profitability, in or ...

Arie den Boon, Ceo of Daphne Communications Management BV, explains how real-time online research can be used to determine optimum strategic media choice, and frequency. Using a 13-week mixed media c ...

Rex Briggs, CEO of Marketing Evolution, describes a presentation to Philips and explains the key features of ROMO (Return on Marketing Objectives), a technique for measuring marketing's ROI. This met ...

The World Health Organisation describes childhood obesity as a global epidemic. Over 22 million children under the age of five are severely overweight. The authors of this paper explore the impact of ...

This case study describes how the Timken Company developed a marketing dashboard. Among the key aspects of its approach was focusing on marketing activities rather than marketing function, allowing fo ...

David Meer, partner in the New York office of management consultancy, Marakon, believes that marketing's current credibility problems stem from the lack of a cogent theory explaining customer buying b ...

Patrick Mosimann, founding partner of PMSI, argues that marketing accountability is essential for survival in today's world. He maintains that profit pool analysis - via the construction of a clear ma ...

Marketing fraud remains a serious problem, even though accountancy practices have been improved to eliminate bad practices and legal frameworks have been tightened (e.g. the Sarbanes Oxley Act). Some ...

This article argues that a single measure cannot properly be used to evaluate marketing expenditure, because short-term gains and long-term profits cannot be merged into a single number: both are need ...

Describes the `Six Sigma' service for marketing process improvement. The current demand from CEOs for accountability of media and marketing spend is driven by results which are generally poor, as is s ...

Argues that marketing departments often fail to engage with (and be valued by) other parts of the organisation because they rely on the creative aspect of their work (the ‘magic’), and do not recognis ...

Offers suggestions to help marketers in the difficult process of measurement for accountability. First, it is essential to realise, and admit, that not everything is possible: included here are issues ...

Argues that many marketing departments spend too much time contemplating what they have done (‘accountability’) or might do (‘approvals’) instead of actually doing it. Marketers should spend less time ...

The importance of accurately assessing the impact of marketing, advertising, and communications efforts is evident to today’s marketer. Much is riding on the proper evaluation and measurement of the e ...

Describes what UK stock market analysts are looking for when they evaluate fmcg companies. The increase in foreign equity ownership and the activity of hedge funds (with their interest in short-sellin ...

This paper is a critique of the article 'Managing Brand Experience: The Marketing Contact Audit' by Amitava Chattopadhyay and Jean- Louis Laborie, which appears in the same issue of JAR (March 2005, V ...