Know-How Exchange : Research/Metrics

In my opinion, MRM will benefit as long as it is "internalisable" - i.e. companies can actually make use of the benefits themselves. During times like these, I see "optional" costs as very difficult to sell. During the last recession, I saw many companies operate a "no consultants" policy. MRM offers the possibility of improvement without consultants but implementation costs are a barrier.

One other key topic is risk - namely what is the relative risk inherent in various proposed marketing plans. I think this is a key area for exploration if marketing accountability is to take off.

For a flip side to Dawson's point above (risk inherent in various proposed marketing plans) - there is also the risk in the budget cuts you've mentioned in your initial post and therefore the risk in NOT executing marketing plans. Many companies do make cuts in marketing, but that leaves open the opportunity for others to take advantage of these cuts (e.g., negotiating better rates with various media, potentially increasing their share of market).

I do think that this current economy offers a lot of opportunities for MPM - hopefully, organizations will learn that they should ALWAYS be tracking and continuously measuring - not just when resources become scarce.