Marketing Accountability

Containing data from ANA members such as Church & Dwight, Lee Jeans, and Mercedes-Benz, this ANA Insight Brief touches on a variety of marketing accountability topics, including Sarbanes-Oxley, how marketers can work better with finance, and marketing measurement.

Don Sexton, Professor of Marketing, Columbia University, explains the concept of Customer Value Added® and how it can help marketers determine ROI in this ANA Insight Brief based on his acclaimed book, Value Above Cost.

Industry expert, Scott Davis, senior partner, Prophet, breaks down his acclaimed book, The Shift, in this ANA Insight Brief, sharing the five steps that marketers can take in order to lift their marketing capabilities to the next level.

The West Coast chapter of the Marketing Financial Management & Procurement Committee held an open discussion to benchmark and share definitions of media "value" and media buy effectiveness metrics.

Bruno Gralpois, director, global agency management at Microsoft, and Casey Jones, president, chief executive officer, and co-founder of BriefLogic, shared new ways for clients and agencies to be more productive and efficient.

Paul Dunay, global managing director, services and social marketing, Avaya, Inc., discussed Avaya's strategy for managing their social media portfolio.

Melissa Adams, executive director, media, Organic, and Patrick Falconer, director, marketing intelligence, ORGANIC, outlined the principles and processes for developing a predictive media model.

Arlene Villanueva, global media director, Intel Corporation, and Chris Whalen, global account director, OMD, discussed Intel's new Value Point System, which has allowed the organization to move their online measurement beyond click thru rates.

Dimitri Maex, the managing director of Ogilvy Consulting, and head of the global data practice, Ogilvy & Mather Worldwide, discussed four steps marketers can take to better mine the plethora of data available to them.

Ed Abrams from IBM and Harvey Kipnis from OgilvyOne presented a list of seven steps marketers can take to become more accountable and discussed a case study on how they used analytics to drive growth in IBM’s mid-market advertising.

Spencer Stuart's Tom Seclow and Justin Menkes discussed the concept of Executive Intelligence and the skills marketers need to lead in their organizations.

Rich Schreuer, SVP, Chadwick Martin Bailey, shared a case study of the Jack Daniels NASCAR sponsorship.

Jody Sutter, managing director, OnRequest Images, discussed three trends in brand imagery and suggested best practices for marketers managing digital images.

This research report draws on survey research conducted throughout 2009 and also highlights "hot" topics to marketers such as brand building, newer media, agency evaluations, marketing accountability, agency holding companies, global marketing, agency audits, and hourly rates.

Kat Sloan, VP at Hill Holiday, and Barry Bluestein, managing partner/COO of Source Communications, discussed how Verizon's sponsorship of the New York Mets has delivered value and ROI and presented case studies of other sports sponsorships.

Ben Kline, Chief Strategy Officer, Leo Burnett Company, Inc., shared his agency’s thoughts on the need for companies to embrace the idea of marketing with a purpose.

This Research Report looks at the impact of the economic downturn on marketing and marketing accountability programs. It also captures best marketing practices during a recession and whether companies with successful marketing accountability programs are better off than those without.

Pat LaPointe with Marketing NPV, along with Michelle Mac and Tom Lehman with SAS, discussed how marketers can use marketing simulation tools to create action plans. They also presented a sampling of simulation tools in the marketplace today and explained various technologies and implementation approaches.

Barbara Bacci Mirque, EVP, ANA, shared the results of the 2009 ANA/MMA Marketing Accountability Survey.

Today, the chief marketing officer (CMO) is too often a C-Suite member only because someone put a “C” in the title. CMOs rarely report to the CEO, and they have far shorter tenures than the rest of the C-Suite. Improving the length of CMO tenure requires changing the way Marketing is run and how senior management perceives it. In this research report, Rob Duboff, CEO and co-founder of HawkPartners, looks at ways to lengthen CMO tenure and improve Marketing’s performance, starting with establishing a definition of what the enterprise wants and needs from Marketing that is associated with accountability (shared or sole) and firm time lines.

Marni Gordon, director of marketing & media committees at the ANA, shared the results of a joint survey on the use of newer media platforms, which compared findings from B-to-B and B-to-C marketers.

Mark Chmiel with Denny's Corporation and Antony Young with Optimedia International U.S., Inc. discussed Denny’s unconventional approach to promoting the brand through its Grand Slam breakfast giveaway.

James Daniels, vice president of marketing at Church & Dwight Co., Inc, discussed how Trojan has used metric-based strategic planning and monitoring to improve media efficiency and grow franchise sales and presented a case study.

Wes Nichols, CEO of MarketShare Partners, discussed how to use state-of-the-art analytics to cost-effectively reach consumers and gave an example of how this was successful for Mercedes-Benz.

Liz Cahill, Vice President of Marketing and Communications at Lee Jeans, discussed Lee’s decision to move toward a more integrated and accountable system.

Richard Ettenson, with the Thunderbird School of Global Management, discussed the complicated relationship between marketing and finance.

This paper represents the final report of a joint year-long, multi-phase study from 4A's, ANA and IAB. It identified the priorities, capabilities and partnerships required across the marketer-agency-media value chain to optimize now and prepare for the future. Findings were released in October 2007, February 2008 and September 2008.

In this article Carole Walker, VP of Integrated Marketing Communications, Mars Snackfood US describes how Mars is able to produce full-contact communications designed to delight fans and attract consumers.

Eve Reiter and Eddie Hill of American Express described how their company measures the effectiveness of its marketing programs and balances long-term branding with ongoing customer engagement and loyalty initiatives. They explained how this is managed over cross-functional teams to align on key metrics of success and presented three case studies, which focused on a brand-building campaign, the small-business Plum Card introduction, and a social advocacy program.

John Nardone, Chairman and CEO of [x+1], discussed the benefits of performance marketing and presented a case study on Kraft.