• by Ross Fadner , October 10, 2005

The Association of National Advertisers and Enterprise Marketing Management Group have released best practices for marketing accountability. The best practices were developed over the course of a year by a task force of 20 ANA member companies.

According to the study, marketers should create "a culture of accountability" driven by a top-down approach, in which they embrace the responsibility of demonstrating return on investment for both short and long-term expenditures. The survey concluded that 90 percent of what most companies spend on marketing is measurable, but providing the right metrics is a process that takes dedication and money. The right kinds of metrics will also vary drastically, depending on the company's industry.

The task force also found that the pursuit of accountability can be difficult--especially demonstrating the effect of short-term marketing expenditures on brand equity. Other challenges highlighted in the study are data capture for business-to-business marketers, developing metrics that align with strategic expectations, and distinguishing individual drivers of sales from integrated marketing campaigns.

Bob Liodice, President and CEO of ANA, said the study aims to provide marketers with "strategic direction" for their accountability practices. EMM Group founder Gordon Wade, who led the task force, said the study helps give the marketing industry the tools to "effectively prove its worth for the first time." The study was released last week in conjunction with the ANA's annual Masters of Marketing conference.