Marketing Procurement Metrics, June 2013 [CHART]
The Association of National Advertisers (ANA) has released the results of a survey showing that the metrics most widely used by marketing procurement professionals today differ from those they believe should ideally be used. Similarly, while some metrics currently aren’t perceived as being very important, respondents recognize that ideally, their priorities should differ.
Looking first at the metrics currently used by respondents to measured the success and/or contribution of marketing procurement, the study shows that cost reduction (94%) and cost avoidance (84%) are most popular, while metrics such as improved marketing ROI (30%), sales/market share increases (16%) and improved brand health metrics (16%) are relatively ignored. Read the rest at MarketingCharts.