ANA study finds most marketers falling short on accountability

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New York—Marketing accountability requires precise processes involving multifunction teams, yet only a small proportion of marketers have these processes in place, according to a report from the Association of National Advertisers’ Marketing Accountability Task Force.

The task force report was based on input from ANA member companies as well as data from the 2006 ANA/MMA (Marketing Management Analytics) Marketing Accountability Survey released last July.

According to the task force’s findings, and supported by the 2006 study, only 35% of companies have some sort of cross-functional marketing accountability team, while 30% said there is full cooperation between marketing and finance in establishing ROI metrics.

"These findings clearly demonstrate that there is still much work to be done to accomplish total accountability, and we are pleased to provide concrete steps to help our members achieve that," said Bob Liodice, president-CEO of the ANA.

The task force recommends four steps to help marketers improve accountability: understand the target customer; develop an explicit plan to build brand equity; set and prioritize objectives; and create an integrated marketing strategy.

—Kate Maddox

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