Accountability Remains Senior Marketers’ Top Concern

Senior marketers believe that their efforts are under more scrutiny these days, and consistent with that perception, count accountability as their top concern this year, per results from an Association of National Advertisers survey. 64% of the 155 senior marketers surveyed tabbed accountability a top-3 concern, defined by the survey as “developing and measuring return on marketing investments, how and what processes to put into place, what to measure, and how to move from measurement to action.” (more…)