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'Financial Accountability'
Monday, July 7th by Jen
ANA finds metrics, accountability work in progress, discusses the findings of a survey that was just released by the Association of National Advertising (ANA) and Marketing Management Analytics (MMA). After interviewing 128 senior-level marketers, the survey shows that marketers are under pressure from top management to make marketing operations more accountable.
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Uncertain economic times mean that financial accountability and marketing are going to go hand-in-hand whether we like it or not. In the blog post 7 Strategies for B2B Marketing during a Recession: The Definitive Guide, Jon Miller, VP of Marketing for Marketo, states, "...marketing investments must be justified with a rigorous business case and should be amortized over the entire ‘useful life’ of the investment."
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None of us would write a cheque for an order of widgets without checking that the right number of widgets arrived in good condition. That’s basic financial accountability, right? So why get sloppy when buying media? If you buy advertising space in a publication that doesn’t have an audited circulation statement, you’re spending your money on an unknown audience. You are at the mercy of the publisher. You might think you’re paying to reach 50,000 subscribers, but in actuality, only 30,000 names are viable because the data is out of date, or no one at the address actually requested the magazine (meaning there’s a high chance that it goes straight into the recycling bin). Or maybe you pay for 50,000 readers, but only 30,000 of those readers have purchasing influence or are in the right geographic area for your company.

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Tuesday, July 22nd by Mark
Big brands attend the ANA Marketing Accountability Conference to discuss programs and strategies for improving accountability in advertising. Read to learn what other companies did to build the relationship between marketing and finance over the past year.
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The headlines are full of the dreaded R-word…recession. The temptation (or perhaps the mandate) to slash marketing budgets is all around. But do you take your foot off the gas going up hill? Better to downshift and create more torque. In Marketing in a Recession: Beyond the Obvious by Chris Koch, one of the recommendations is to maximize your vertical marketing strategy. Why? Because some verticals will be more ‘recession-proof’ than others. For example, the aging baby boomers mean that healthcare is thriving—and pretty much guaranteed to do so for a long time.
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Friday, August 8th by Jen
In this entry, Post 911 offers b2b marketers some great advice about how to stay accountable in spending and how to demonstrate your professional worth.
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Friday, August 22nd by Jen

According to Anne Cassidy of Brand Republic, media buyers and publishers are disputing after the majority of magazine companies failed to provide audited month-by-month circulation figures. It seems that advertisers in the UK are starting to demand circulation data.

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Tuesday, September 2nd by Jen
If you already buy audited media, you’ll probably agree that it’s the best choice for measurement, accountability and assurance reasons. You feel good about investing your money in a media outlet with an identifiable, verifiable audience for your company’s messaging. But are there times when it’s acceptable to buy from unaudited publications?
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Tuesday, September 16th by Mark
Bob Liodice, from the Association of National Advertisers, talks to marketers about advertising ROI and why campaigns often fail. He suggests that an “accountability culture” is what it takes to improve marketing effectiveness. Read his article to learn more about how accountability improves ROI measurement.
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Thursday, October 2nd by Jen
Planning an effective media strategy is a fundamental part of giving your campaign the best chance of success. Without deliberate planning, you risk a lot of wasted time, effort and money...
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