Effective marketing accountability requires a mix of art and science

Marketing accountability and prediction remain complex and difficult; it is harder than ever to understand cause and effect.

Effective marketing accountability requires a mix of art and science

Frank Harrison

In the past ten years, most acutely after the dotcom bubble burst and in the current global recession, marketers and their agents have been working harder than ever to identify the best way to measure and plan marketing returns.

We are learning that accountability is as much about the art of corporate culture as it is about the science of cause and effect. But what are the most effective approaches to marketing accountability?

“The time has come when advertising has in some hands reached the status of a...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands