The Marketing Accountability Imperative offers a hands-on guide for CEOs, CFOs, and marketing executives who must grapple with these complexities. Written by Michael Dunn and Chris Halsall, this groundbreaking book establishes the imperative for effective stewardship of marketing spending and the significant prize that awaits marketers and firms who pursue greater accountability.
The book identifies critical factors that define a program of effective marketing accountability and shows how to sort through the clutter of metrics, measurement, and analytic options. As the authors explain, recent technology and analytic advances have made it more practical to use a combination of historical modeling and go-forward experimentation to build an effective set of measurements that capture both the short-term sales response and the medium-term brand equity impact of any given investment.
Step by step, the authors offer practical guidance on how to move your organization through the three horizons of marketing accountability improvement. In addition, the book includes a wealth of charts, frameworks, and data that will help you diagnose and plan a long-term marketing accountability program.
Written for marketers and nonmarketers alike, The Marketing Accountability Imperative is filled with the tools needed to build a sustainable marketing accountability program—right now!
