Every business wants to optimize its return on investment. Consequently, accountability remains one of the most vital topics in marketing today. As marketing executives continue to refine the methods they use to measure results, they are able to understand the effects and costs of different elements of their marketing programs. The learning can guide them to fine tune their efforts in order to get the greatest “bang for the buck.”

As a result of the greater emphasis on accountability, marketers and the advertising, media, and research communities are conducting an array of studies to find out which media and media combinations deliver the best results. The previously issued Accountability: A Guide to Measuring ROI and ROO Across Media (www.magazine.org/accountability) provided an accessible overview of accountability: what it is, how it is measured and findings.