One-Third of Senior-Level Marketers Able to Measure ROI, Up from 19% Last Year, Finds ANA Survey
Wednesday, 19 July 2006
The third annual ANA Marketing Accountability study, conducted by Marketing Management Analytics (MMA) and the Association of National Advertisers (ANA), reports an increase in the ability of senior-level marketers to measure and act on ROI – and that most are doing so without involving their advertising agency.
Nearly one-third of senior-level marketers said they are satisfied with their ability to measure and act on ROI to improve business results, up from 19 percent in 2005. And nearly two-thirds of these marketers said they are achieving ROI success without involving their agency.
“Accountable marketers need an unbiased evaluation of marketing results so they tend not to rely on their agencies for measurement,” said John Nardone, MMA chief client officer. “It’s a classic case of not wanting the wolf guarding the sheep.”
The survey also found that those marketers most successful at ROI measurement typically have established a formal accountability effort and cross-functional teams.
According to the survey findings, company’s need to spend at least 1 percent of their total marketing spend on marketing accountability to have an effective marketing accountability program with those most successful typically spending 2 percent.
The full survey findings will be revealed in an address by Nardone and Ed See, MMA Chief Operating Officer at the ANA’s 2006 Marketing Accountability Forum July 20, 2006, in the Grand Hyatt, New York City. Conference information and online registration can be found at www.ana.net/events/training.htm.
“The day of marketers acting as cowboys on their own range is over,” said See. “Without a cross-functional team, marketers won’t get the funding and organizational buy-in they need to be successful.”