Chapter 15

Marketing accountability and promotional Insight

Being marketing accountable!

Marketing accountability is best carried out by a marketer defining the ­promotion success and setting the KPI, with someone else carrying out the measuring and recording of the KPI (use finance – then it will be believed!). The marketer then compares the figures with the success definition, and an evaluation is produced. Simple, but sadly rarely implemented.

BRIEF 15.1. ROI is not well understood – (source: IPA research report) especially by marketers, as it is a ratio – so use a KPI. Only 12 per cent of marketers have a very clear idea of the impact different activities have. Only 6 per cent of B2B leaders can calculate ROI all of the time. There was a ...

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