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MarketingNPV 

Forging a Credibility Chain to Re-Establish Trust in Advertising Measurement 

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Published 7/31/2008 

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Summary

The nature of the marketer is to believe that what they do will make a positive impact in the consumer market. Financiers, on the other hand, believe that whatever marketers do have risks that might not be worth taking.

It would be beneficial for the marketing department to build a “credibility chain” that includes the following elements:

  • Align marketing goals to the goals of the company
  • Take all variables into account when building a measurement framework
  • Be objective with information
  • Be accountable for what is spent

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