Marketing accountability anyone?
According to MediaDailyNews, the Association of National Advertisers and Enterprise Marketing Management Group have released best practices for marketing accountability.
So what did they find?
“90 percent of what most companies spend on marketing is measurable, but providing the right metrics is a process that takes dedication and money.” and also that “The task force also found that the pursuit of accountability can be difficult–especially demonstrating the effect of short-term marketing expenditures on brand equity”.
According to the CEO of ANA: “The study aims to provide marketers with “strategic direction” for their accountability practices.”
Why is it that I do not feel good about this? I have not seen the whole study, but to me it sounds like we are measuring discrete programs again instead of overall impact on customer buying behavior and most importantly – repeat buying behavior.
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