Whitepapers
ANA/MMA Marketing Accountability Study:The Growing Marketing Accountability Imperative
Tight markets have a way of enforcing a stronger sense of discipline and accountability on various business practices and areas of corporate operation, and marketing is certainly no exception to this immutable rule. The perpetual imperative to marketing from the boardroom and the CFO is: "deliver more sales." In this economy, it has become: "deliver more sales, but don’t increase the budget - keep it flat or, better yet, cut it back.
Download PDF of full white paperANA/MMA Marketing Accountability Study:The Roadmap for Success
In U.S. companies both large and small, the goal of achieving true, demonstrable accountability for the marketing function, if it is considered at all, is one that has proven elusive for years. The idea that marketing can justify its annual budget requests by using business metrics that are well-established, recognized and utilized in many other functional areas, especially return on investment (ROI), has to date been difficult for many companies to achieve.
ANA/MMA Marketing Accountability Study:The Path to Marketing Accountability: The Next Step
The 2006 Marketing Accountability Study, conducted by MMA on behalf of the Association of National Advertisers, builds on the results of the 2005 Foundational Study. MMA surveyed more than 100 senior marketing executives to continue to identify the best practices required to establish an effective and accountable marketing organization, as well as the strategies that have helped some companies achieve success. Using MMA's Marketing Effectiveness Maturity Model, this study benchmarks the industry's progress along the path to marketing accountability.
ANA/MMA Marketing Accountability Study:The Path to Marketing Accountability: A Foundational Study
The ANA, in partnership with Forrester Research and MMA, surveyed 145 marketing executives to identify the characteristics and best practices required to establish an effective and accountable marketing organization. Addressing the needs of marketers, MMA developed an approach that would continue to define the problem and recommend concrete steps that marketers could take to meet their challenges.
From Data to Decision: Solving the Marketing Information Puzzle:Is it Time to Upgrade your Marketing Information System?
Rarely have companies been able to combine the granularity and immediacy of the CRM data warehouse approach with the causal analysis of mix modeling. This is the next vista for marketing information: to integrate data from across the enterprise, map it, and maintain it on an ongoing basis for the purpose of continuous marketing analysis. Then, with that organizational process and infrastructure in place, marketers will be able to overlay sophisticated predictive models that provide a future view for forecasting, simulations and scenario based planning.
Getting a seat at the big table:Using Marketing Mix Modeling to Justify Interactive Spend
In CPG and retail in particular, savvy marketers use a technique called marketing mix modeling to establish the relative effectiveness of their various marketing investments to drive sales and profit. This statistical modeling approach tells marketers what tactics are working and which are not, and how to manage budgets to get the most bang for the buck. Unfortunately, despite our belief in its power, the Internet rarely registers in these models as a significant driver of sales, relative to other media and promotions vehicles.
MMA response to recent "commercial noise" report
A recently-released study from Deutche Bank examines advertising performance and accountability trends across the Consumer Packaged Goods (CPG) industry. It concludes that TV advertising for many mature CPG brands is often wasteful and inefficient. MMA's experience suggests that well-executed , properly-targeted advertising, when included in an effective strategic marketing plan can play a critical role in helping brands to reach their given sales or profit objectives, even with admittedly unprofitable short-term returns.
Marketing analytics:Not Just for Packaged Goods Anymore
When it comes to measuring the return on marketing investments, no two product or service categories are exactly alike. However, regardless of category, brands today have one thing in common: The mandate that every marketing dollar spent pays off.