According to the Association of National Advertisers (ANA), the largest marketing trade organization in the world, marketing accountability is one of the three largest concerns of marketing leadership. Marketing accountability ties to marketing efficiency, marketing effectiveness, increased marketing ROI and building brand equity more efficiently.

EMM Group has written the two definitive white papers for the ANA on marketing accountability. These two white papers discuss:

• The marketing maturity model
• The marketing accountability process
• The 10 commandments of marketing accountability
• More than 100 marketing accountability metrics

EMM group has developed a model for assessing the four key components of marketing accountability:

• The data relevant to computing marketing ROI
• The metrics and analytics of accountability
• The process for developing internally aligned accountability metrics
• The cultural obstacles to accountability