ACCOUNTABILITY IS CENTRAL TO COST EFFECTIVE MARKETING – 3 OBSERVATIONS Three words I dislike hearing more than most in marketing are – ‘difficult to say’, in response to the question – ‘what was the impact of your last campaign?’. That said, these are three words that are heard more than most in marketing in response […]

ACCOUNTABILITY IS CENTRAL TO COST EFFECTIVE MARKETING – 3 OBSERVATIONS Three words I dislike hearing more than most in marketing are – ‘difficult to say’, in response to the question – ‘what was the impact of your last campaign?’. That said, these are three words that are heard more than most in marketing in response to a range of questions including: Did that campaign increase sales? Did that that price impact on sales? Are online sales eating into offline sales? What impact is social media having on your business? I have heard these three words more times than I could count. Every time I hear them, I think – ‘I bet this is an area that will come under scrutiny next budget time’. It stands to reason – the less sure you can be about returns from an initiative, the more you and/or your managers will wonder if the budget…