Marketers Bemoan Intra-Accountability

CHICAGO Marketers are growing increasingly frustrated with their marketing accountability practices and the inability to communicate their goals to other corporate groups, particularly financial departments, according to the Association of National Advertisers’ fourth annual accountability study.

The study, which was conducted in conjunction with Marketing Management Analytics, found that 92 percent of all companies have some kind of accountability process in place. While 31 percent of those programs are managed through the marketing department, nearly a quarter of them are run through informal and grass-roots efforts.