"Accountability” is the word on everyone’s lips—and it’s going to continue to be one of the most discussed topics for a long time. ANA/Forrester’s Accountability Survey reflects the growing interest in measuring results among advertising leaders. The study showed that four in ten respondents are currently performing some form of ROI and/or ROO analysis, with nearly 20 percent of respondents expecting to increase their marketing mix modeling spending. While accountability starts with proof of performance assessments, ROO and ROI analysis methods take it further, offering companies valuable insights on how to use their marketing dollars to get the best results—and ultimately, increase profits. As marketers endeavor to improve marketing performance and efficiency, analytic tools and research will continue to become more refined to help them get optimal returns from their marketing and advertising plans...click here to read ahead