Step in the right direction
Joe Mullich
Accountability continues to foster much spirited discussion among bottom-line-driven marketers, but for many, turning that talk into profitable action has been a struggle. A new white paper that analyzes the third annual ANA marketing accountability survey could go a long way toward easing that frustration.
“The Path to Marketing Accountability: the Next Step,” based on a 2006 survey of 101 ANA members, identifies best practices from industry leaders in this evolving area. What is most evident, the analysis found, is that industry and the size of a company have no bearing on the...