If an ad drops in the forest, who is accountable?

Marketing works. Advertising works. Those are easy answers and may be self-evident. The next level of detail—how well do they work, what specifically worked well, how much did it cost and, perhaps most importantly, what is a total waste of time and money—are harder questions to answer. Let’s call this the marketing accountability void.Accountability reveals a direct link between effective marketing and great experiences for people interacting with your brand. Brand marketers ar