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SEP 2007

ANA Accountability Study: Marketing, Finance Not on Same Metrics Page

Marketing Charts, September 7, 2007 — Formal marketing accountability programs are becoming an accepted business practice among marketers, but dissatisfaction about marketing measurement and internal marketing accountability processes is rampant, according to a new study from the Association of National Advertisers (ANA).

Though almost all surveyed companies (92%) have created some type of marketing accountability process, the study found a lack of consistency in how those processes are managed and which departments are responsible.

Category: Marketing Effectiveness
Tag: Metrics & Measurement

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