The best practices were developed by task force on marketing accountability made up of ANA members over the course of a year.
According to the study, companies that are successful at marketing accountability demonstrate: a culture of accountability driven by a top-down approach; metrics that reflect management expectations; a rigorous, end-to-end measurement process; and responsibility for proving short-term ROI of marketing expenditures.
The task force also found that the most successful companies have strong end-to-end marketing processes that complement their focus on metrics.
—Kate Maddox