Measuring Marketing Communications Effectiveness in an Ever Changing World (2012)
This book is a follow up to the ACA’s landmark study Measuring Marketing Communication Returns – ROI or Dashboard?, published in 2005. It provides a more in-depth investigation of best practices as they apply to considerations for customized dashboards, their scope and their integration into the hierarchy of corporate measures.
Our goal with this latest work is to help ACA members optimize MarCom programs integral to their brand- and business-building efforts. It charts a pathway for organizations to better understand the inter-relationships of the marketing drivers affecting their business, and therefore enable more strategic, timely and cost-effective decisions going forward.
The principal author is Dr. Alan Middleton, Executive Director of the Schulich Executive Education Centre, and Assistant Professor of Marketing at York University’s Schulich School of Business. Contributing authors are Azim Alibhai, Simon Cazelais, Jeannette Hanna and Wendy Robertson.