Marketing accountability & ROI overview

Mi hui Pak

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to marketing accountability and return on investment.

Marketing accountability & ROI overview

Mi hui Pak

The American Marketing Association defines marketing accountability as: The responsibility for the systematic management of marketing resources and processes to achieve measurable gains in return on marketing investment and increased marketing efficiency, while maintaining quality and increasing the value of the corporation.

Increasing Need for Accountability

Recent industry surveys show there is an increasing need and demand for marketing accountability:

According to the most recent ROI study by the Lenskold Group (2009):

  • 65% of marketers surveyed stated that "CEOs and CFOs are making greater demands than last year...

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