Measuring the effectiveness of advertising is considered to be a critical target. Many finance directors are educating themselves about research and measurement techniques. Today, there is much more optimism about being able to collaborate with marketing. Interestingly, a new problem may be looming. As finance directors have successfully transferred their responsibility for information technology to IT directors, they have given them more time to take a more consultative role.
MEASURING ADVERTISING EFFECTIVENESS
They paint a picture of a future where they will "shape and measure the business", "provide a steadying hand on the tiller", and "manage shareholder value". They expect to become business facilitators and innovators. Marketers, meanwhile, cite their three main roles for the future as "shaping the business and the market", "influencing the customer" and "operating at the cutting edge". Perhaps the true challenge for the future, as Marketing Week suggested, once a dialogue is established, will be fighting for the position of number two advisor to the chief executive officer.