VEChannel Event Profile

A Roadmap to Marketing Accountability

Driven by the need to increase marketing effectiveness and to meet strict compliance standards, such as SarbanesOxley, marketers are being held to a higher standard of accountability. In a recent study cosponsored by the American Marketing Association and Aprimo, Inc. marketing leaders from the Global 2000 were asked to provide their views on marketing accountability in todays business environment. Robert McLaughlin previews the results of this landmark survey and offers a roadmap for increasing marketing accountability through enterprise marketing management (EMM). Rob presents a provocative view of marketing accountability that extends beyond traditional ROI measures to the new reality of legislated compliance. Kris Bruton brings it all into perspective with a case study on how Bank of America developed marketing control and governance processes to meet SarbanesOxley compliance requirements. Kris describes marketings six week crash course in Sarbox compliance, how the bank made marketing decisioning auditable, the team and roles involved in the project, and the key compliance issues every marketer needs to know. All you need to attend is : A 56Kbps Internet connection or better A separate telephone line for the audio or a sound card and speakers Netscape 4.x or Internet Explorer 4.x (AOL users: AOL 5.0 and above only) Linux Users Please Note: To use the current Java client you will need to update to the latest version of Mozilla 1.7.3. Firefox/Mozilla. Using FireFox. Click Here To Set Up The WebEx Event Manager installed before the event Click Here To Set Up . NOTE: This plugin will not install if your browser has high security settings or you do not have administrative rights on your PC.

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