Stuck in neutral

John Wolfe

This article discusses new ANA research which reveals a lack of progress (and growing frustration) with marketing accountability programs at most companies.

Stuck in neutral

John Wolfe

In marketing circles nationwide, the issue of accountability sits high atop the agenda at most client and agency meetings. Advertisers want to know if they're getting the most from their marketing dollars, and their agencies have been searching for ways to provide them with credible information. Although strides have been made, it hasn't been an easy process.

Both sides agree that reliable, actionable data is essential to assess marketing accountability, but obtaining such information is still a major challenge. In fact, the fourth annual ANA Marketing Accountability Survey found that dissatisfaction and frustration are common...

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