Come together

Abstract

The demand for marketing accountability is here to stay. Marketers are feeling mounting pressure to exhibit the science of marketing, rather than the art. To do this, they must get past the erroneous silver bullet concept and embrace fresh measurement frameworks-those built on methods that quantify the synergies between creative, strategic, tactical, and analytic efforts. Meeting the accountability challenge requires marketers to tackle five components: efficiency and effectiveness, creative (advertising message and content) impacts, multidimensionality of marketing, dynamism, and optimized variance.