Ad:Tech…Marketing Needs To Prove Itself, Too

A recent article on ClickZ highlighted the growing demand for marketing to live by the same accountability guidelines that other departments have had to adhere to for years. The story was based on a panel discussion during last week’s Ad:Tech Conference in New York.

Much of the discussion centered around the exemption from hard metrics that marketing and advertising have enjoyed for years. In the past, it was easier for marketing to answer difficult questions regarding effectiveness by using soft data answers such as brand awareness scores or share-of-mind data. No more. Upper management and the board of directors want hard numbers on what type of return marketing is producing.

This marketing measurement process is being made easier through the shift to Web-centric models which have accountability tools built into the process. Data analysis and customer insights are being integrated with experiential branding to create trackable and accountable marketing methodologies.