• ClickZ, Friday, November 11, 2005 12:15 PM

In an age of real-time analytics reporting and top-down pressure on ROI, the concept that marketers can be satisfied knowing that "only" half of their ad spending is wasted is no longer relevant. Marketing has become a manageable business process, and upper management is now demanding the same accountability standards they apply to finance departments, a panel of marketing experts explained at the recent Ad:Tech show in New York. Many marketers have now turned to the Internet not only as a marketing medium but also an analytics medium, and they recognize that a higher standard of accountability just comes with the territory. Some marketers also feel a need to prove themselves to senior management. One panelist said his team's challenge is to show senior management that marketing is an investment, and not just an expense.

Read the whole story at ClickZ »