New MMA-ANA White Paper Cites Growing Evidence That Marketing Accountability is a Must-Have Initiative In Organizations
Paper based on joint Marketing Management Analytics/Association of National Advertisers survey shows greater cohesion around accountability, with economy acting as a "stimulus"
Wilton, Conn. (PRWEB) November 4, 2009 -- Marketing accountability has moved beyond a "nice-to have" to a "have to have" tool in the arsenal of organizations, according to a new white paper from the Association of National Advertisers (ANA) and Marketing Management Analytics (MMA), a Synovate company.
MMA helps major brands improve their marketing performance
The white paper, based on results of the 2009 ANA/MMA Marketing Accountability Survey, confirms anecdotal evidence of the growth and utilization of marketing accountability and gains in company-wide cohesion around accountability programs. The 2009 survey queried 95 senior-level marketers, following similar studies conducted together since 2005.
MMA will be releasing the white paper on Thursday, Nov. 5, 2009 at the ANA's annual conference, "Masters of Marketing," at the JW Marriott Desert Ridge Resort & Spa in Phoenix, AZ. MMA, which is a sponsor of the event, will be exhibiting at booth #21. To view the white paper, click here.
A growing body of evidence suggests that marketing accountability is making a measurable difference in organizations, the white paper states, impelling an increasing number of executives in finance and management to become engaged in the accountability process.
For these reasons, marketing accountability is increasingly viewed as a powerful business tool driving significant gains in efficiency and effectiveness. The white paper discusses how marketing accountability is providing a framework for creating a greater alignment of business processes among marketing, finance and sales.
"Marketers have been forced as never before to do more with less, and senior management has been carefully scrutinizing every corner of their budgets," said Pat Murray, VP of Account Management for MMA, and author of the white paper. "Because it is now seen as a valuable tool for driving effectiveness and efficiency gains, marketing accountability is increasingly on the agenda of management boards, which are using its determinations to make better educated budget decisions."
Some key findings cited in the paper include:
| | - A decrease in siloed marketing accountability efforts: One-third of MMA/ANA survey respondents said their company is using cross-functional teams to address accountability, with representation from marketing, finance and research; this is up from 22% in 2008.
- Marketing accountability processes spreading throughout the organization: More companies are leveraging key aspects of marketing accountability processes and applying them to other departments. This allows them to build efficiencies using the same modeling and methodology that produced results in marketing, developing common trends and indicators for overall brand health.
- Marketing analytics morphing from project to process: Companies are moving from analytics as an annual project to an ongoing process. They are installing systems and procedures that give them the ability to rapidly update their analytics in response to changing conditions. As a result, they are more nimble, able to address issues as they arise.
- Companies addressing "black box" complaint about marketing analytics: Marketers have long complained that analytics is part voodoo and hard to grasp, even as it drives key decisions. In recent years, however, advertisers have been hiring "quant-friendly" staff with both the analytical capabilities to make sense of the math and the social savvy to help marketers balance the art and the science of marketing.
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"Difficult market conditions are proving the value of marketing accountability as not only a powerful tool for justifying marketing spending, but also for increasing the degree of effectiveness within each area of marketing operations," said Barbara Bacci Mirque, Executive Vice President of the ANA. "Marketing accountability and analytics are now seen not only as tools to help companies realize short-term returns but also to enable long-term ROI."
About Marketing Management Analytics, Inc.
MMA pioneered the use of marketing mix modeling to help companies plan, measure, validate, and optimize their marketing performance. Since that time, MMA has conducted more than 1,000 studies on hundreds of brands and businesses in more than 20 countries. MMA's clients include many of the most recognized marketers in the world. MMA became a unit of Synovate in December 2008. For more information about Avista DSS and other MMA services, visit http://www.mma.com.
About the ANA
The Association of National Advertisers leads the marketing community by providing its members with insights, collaboration, and advocacy. ANA's membership includes 400 companies with 9,000 brands that collectively spend over $250 billion in marketing communications and advertising. The ANA strives to communicate marketing best practices, lead industry initiatives, influence industry practices, manage industry affairs, and advance, promote, and protect all advertisers and marketers. For more information, visit http://www.ana.net/.
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