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
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...