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ANA Task Force Announces Results of Year-Long Study

The task force of 20 member companies of the Association of National Advertisers has released its best practices for marketing accountability, Mediapost reports. The task force has been working on the set of best practices for a year. According to the study, 90 percent of what most companies spend on marketing is measurable, but providing the right metrics is a challenge that takes dedication, time, and money. Short-term marketing efforts also make the pursuit of accountability a challenge.

 

Gordon Wade, EMM Group founder and leader of the task force, said the study will give the marketing industry the tools it needs to “prove its worth for the first time.”