Step in the right direction

Joe Mullich

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 results of marketing expenditures, including marketing dashboards, data warehousing, data mining, and Web analytics.

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...

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