New research out of the U.S. finds companies are demanding more accountability from their senior marketing executives and marketing departments.

However, many companies still have a way to go toward implementing a consistent, formal approach to measuring marketing.

More specifically, the study by Forbes Insights and MarketShare Partners found that:

• Marketers with budgets of less than $1 million favored metrics (58%), whereas marketers beyond the $1-million threshold felt that having a “big idea” was more important (58%).
• The majority (68%) of marketing executives in the survey confirmed they have analytics in place to measure effectiveness and ensure accountability.
• While three-out-of-four respondents confirmed that each marketing initiative begins with a comprehensible goal, just 56% verified there is a concrete system at the conclusion of a campaign to communicate the marketing impact.

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A web seminar by the Business Marketing Association (BMA) – "B2B Branding: The Power of the Under-Promise" – will describe a three-step research- and process-driven approach to creating breakthrough B2B brands.

Each of the steps will be made real, practical, and applicable through sharing examples from the highly successful case story by one of market leaders in Workforce Management Software.

Touchpoints include:

• Acknowledge the pain
• Don’t over-promise
• Find your brand’s authentic voice

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BPA offers bundled package for print, event and online audits at no additional cost. In a shift toward total brand metrics, BPA Worldwide now bundles enhanced website traffic measurement with their members’ print and trade show audits without increasing their existing dues and fees. BPA web-only members can now include print or events in the same bundled package. Essentially, BPA members around the world will now have near real-time online reporting of audited web activity included with circulation audit of print products and attendance at exhibitions or events.

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Event organizers in the Middle East are undertaking professional audits of visitor numbers amid accusations of practices such as exaggerated attendance reports and inclusion of catering staff in official figures.

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The ISBM has developed a strong partnership with Advanced Industrial Marketing, which resulted in assembling some exciting new course offerings on video/mixed media which will be previewed in the “new offerings” segment of this meeting.

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The Audit Bureau of Circulations’ interactive unit, ABCi, announced it is working with Handmark®, the industry’s leading mobile solutions partner for publishers and media brands, to provide detailed, audited mobile usage statistics for publishers and advertisers. The announcement follows ABCi’s recent review of Handmark’s mobile application platform, confirming it meets the necessary prerequisites as part of the ABCi audit process.

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