Abstract
The paper's aim is to introduce an approach to implement Accountability in Marketing Communications (Marcoms). The measurement platform is based on the MCA™ methodology, which stands for Market Contact Audit™. MCA is category and market specific and provides a universal metric—a common currency—to measure the effectiveness of a brand's diverse Marcoms initiatives from the consumers' perspective. This approach helps to address the following questions:
How to have simple and operational KPIs for the marketing function at the enterprise level? How to help Marcoms practitioners work across silos and across the various communication disciplines? How to increase the impact of Marcoms without increasing their cost?
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