Survey Finds More Senior-Level Marketers Able to Measure Return on Investment

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One-Third of Senior-Level Marketers Able to Measure and Act on ROI, up from 19% Last Year

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% 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 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

The survey also found that those marketers most successful at ROI measurement typically have established a formal accountability effort and cross-functional teams.

“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.”

“We are pleased to see that marketers are moving up the accountability curve, says Bob Liodice, President and CEO of the Association of National Advertisers. However, the data indicates they still face major hurdles in overcoming organizational and process barriers. We continue to work with our members to disseminate practical information to help marketers break through organizational silos that are hindering the creation of a true culture of accountability.”

According to the survey findings, company’s need to spend at least 1% of their total marketing spend on marketing accountability to have an effective marketing accountability program with those most successful typically spending 2%.

About the Association of National Advertisers (ANA):

The ANA's mission is to provide indispensable leadership that drives marketing communications, media and brand management excellence and champions, promotes and defends industry interests. The ANA is the industry’s foremost and recognized source of marketing communications best practices. It also leads industry initiatives, influences industry practices, manages industry affairs, and advances, promotes and protects all advertisers and marketers. The trade association represents 370 companies with 8,000 brands that collectively spend over $100 billion in marketing communications and advertising. For more information visit

About Marketing Management Analytics, Inc. (MMA):

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 has been a unit of Aegis Group, PLC, London (AGS.L) since 1997. For more information about MMA, visit

Media Advisory

What: The 2006 ANA Marketing Accountability Forum

When: Thursday, July 20, 2006

Time: 7:45 am registration/continental breakfast; 8:45 am to 5:15 pm, general session

Interviews: MMA executives and a few Fortune 500 marketers who participated in the Accountability Survey are available for interviews before and after the ANA conference.

To schedule interviews, please contact 203-445-2850 or Tom Mariam, 914-939-4294.

For more information about MMA, visit

From Wendy Marx/203-445-2850

Tom Mariam/914-939-4294

Re: ANA Marketing Accountability Survey by ANA And MMA


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