Marketing Accountability


Marketing accountability refers to the use of metrics to link a firm’s marketing actions to financially relevant outcomes and growth over time.

The Role of Accountability in Marketing

Accountability allows marketing to take responsibility for the profit or loss from investments in marketing activities and demonstrate the financial contributions of specific marketing programs to the overall financial objectives of the firm, including brand asset value.

Return on marketing investment (ROMI), customer acquisition costs, and retention rates are examples of commonly employed marketing accountability metrics.[1]



  1. ^ Board of Directors, Marketing Accountability Standards Board, October 2016.

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