Results are in from the third annual ANA Marketing Accountability survey, conducted by ANA in conjunction with Marketing Management Analytics (MMA) and the 2006 ANA Marketing Accountability Task Force. Thanks to Adage reporting on it, their Crain counterparts at BtoB magazine and Marketing Vox.
The Good News
- More marketers are succeeding at marketing ROI and accountability! Thirty-two percent of marketers polled in the survey said they are satisfied with their ability to measure and act on ROI to improve business results, up from 19% in 2005.
- Substantial improvements in the ability of senior-level marketers to measure and act on ROI
The Not So Good News
- There is still tremendous difficulty in turning marketing metrics into action due to organizational impediments and process barriers.
- Another 20% of senior-level marketers said they can measure ROI, but cannot act on it.
ANA is extremely pleased about the continued progress our members are making. More best practices will be discussed by seasoned accountability marketers at ANA's upcoming Marketing Accountability Forum this Thursday. We will share some learnings from this event.
Spice Up Your (Measurement) Life
I think P&G’s Jim Stengel was right when he said we have to push creativity and measurement at the same time, and now marketers actually have an affordable way to make that happen. My company, ARSgroup, announced ARS Impact’s launch this week. Check this out for details.
Jeff Cox
News Release
August 9, 2006
ARSgroup Introduces ARS Impact
Digital Age Solution Measures the Effectiveness
of TV, Print, Radio, Video, Outdoor & Internet Advertising
Evansville, IN — ARSgroup announced today the launch of its ARS Impactsm product suite, a series of online, digital age solutions designed to help global advertisers measure a brand message’s potential to drive sales and to give them clear answers as to what can make a creative message stronger.
ARS Impact products evaluate advertising messages across a wide variety of consumer touchpoints and provide fast, actionable results that enable companies to go to market with confidence.
“We think the marketing head for the largest advertiser in the world was dead on when he recently pointed out the need to push creativity and measurement at the same time, and for measurement to keep up as marketing becomes more creative and diversified. The ARS Impact measurement system meets these digital age challenges head on,” said ARSgroup Chief Operating Officer Jeffrey K. Cox.
The ARS Impact suite was designed to merge the best of all current industry copy testing systems into one powerful solution. It delivers in-depth, actionable information that enhances the creative process by dimensionalizing consumer thoughts, feelings and intended actions. ARS Impact products also provide an understanding of the sales effectiveness of brand messages in relation to past and current performance and with respect to the competition. Ultimately, the ARS Impact system offers the key information advertisers require to make critical business decisions regarding the content of full scale campaigns and specific ads.
The complete suite of ARS Impact solutions includes the flagship product — ARS Impact TV — as well as complementary products called ARS Impact Print, ARS Impact Radio, ARS Impact Video, ARS Impact Outdoor and ARS Impact Net.
ARSgroup (www.ars-group.com) has 35 years of industry experience that includes copy testing over 40,000 ads and a reputation as one of the most respected advertising research companies in the world. The company works with top global advertisers to measure, forecast and improve the effectiveness of their advertising and help them build their brands.
For more information, please visit www.ARSimpact.com or contact:
Charlotte Luer, President, LJH Financial Marketing Strategies
1.239.280.1317 or [email protected]
Jeff Cox, Chief Operating Officer, ARSgroup
1.812.759.2451 or [email protected]
Posted by: Jeff Cox | August 09, 2006 at 01:33 PM