ANA releases marketing accountability study

New York—The Association of National Advertisers has released best practices for marketing accountability, with collaboration from the EMM (Enterprise Marketing Management) Group.

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