New York—Marketers have substantially improved their ability to measure and act on ROI but only a third (36%) have coordinated their marketing accountability programs with the finance division or a cross-functional team and a quarter (24.7%) describe their efforts as “siloed” within the marketing department, according to the third annual ANA Marketing Accountability Survey. BtoB first reported preliminary study findings Monday [“BtoB Daily Alert,” 7/17/06].
The survey, presented at the 2006 ANA Marketing Accountability Forum in New York City last week, was conducted in conjunction with the Marketing Management Analytics and the 2006 Marketing Accountability Task Force.
MMA said a clear area of improvement is how confident marketers feel about their ability to quantify their contribution to the bottom line. In the 2005 survey, when asked if they could measure the sales impact of a 10% cut in marketing spending, only 15.6% said yes. That response doubled, to 30%, in the 2006 survey. Some 57% of respondents said they had established a formal marketing accountability program, up from a very small number in 2005.“It's really taken off in the last year," said Ed See, chief operating officer at Marketing Management Analytics.
In addition to organizational obstacles, the survey revealed a seeming disconnect between how senior executives rank the importance of accountability and their involvement in these initiatives. While 65% of respondents said that understanding the sales impact of marketing is important to senior executives, less than a third (32%) indicated there was a senior-level sponsorship of measurement initiatives.
The survey also found significant differences between so-called "capable and confident" marketers—defined as those who said they can both predict the impact of a 10% change in their marketing budget and have senior managements' confidence—and the rest of the survey sample.
From an organizational perspective, 64% of the "capable and confident" marketers have a cross-functional team involved in marketing measurement compared to 24% of the rest; almost 40% of this group reported "full cooperation" between marketing and finance compared to 20% of the rest. This group also treats data "as a crown jewel" that deserves a budget, dedicated staff and organizational governance.
The ANA/MMA marketing accountability survey was completed by 101 senior-level marketers/ANA members in April and May 2006. The survey is available for download from the ANA Web site, www.ana.net .
—Ellis Booker with additional reporting by Carol Krol