A taskforce of 20 member companies of the Association of National Advertisers has released its best practices for marketing accountability, reports MediaPost (via MediaBuyerPlanner). The taskforce has been working on the set of best practices for a year.

According to the study, 90 percent of what most companies spend on marketing is measurable, but providing the right metrics is a challenge that takes dedication, time and money. Short-term marketing efforts also make the pursuit of accountability a challenge.

A best-practices profile regarding accountability consists of four steps: creating a culture of accountability; employing unique metrics that reflect management expectations; producing a rigorous, end-to-end process to deliver superior marketing results; and embracing the responsibility for short-term ROI of expenditures - and going beyond, to demand accountability for nurturing brand equity.

Gordon Wade, EMM Group founder and leader of the task force, said the study will give the marketing industry the tools it needs to "prove its worth for the first time."