DMA Return on Ideas report

How marketing creates money is the subject of The Return on Ideas report, produced by the Direct Marketing Association, the Chartered Institute of Management Accountants and the Chartered Institute of Marketing.

The report is relevant for marketing, management, accounting or general management professionals, and aims to promote better working practices between marketing and finance departments.

It sets out how to prove the benefits of creativity in marketing, how to measure its effects and, in particular, how to justify and plan marketing budgets as essential working capital.

You will also find an operational and attitudinal framework inside the report for implementing the best working practices including:

• Harnessing the imagination of the marketing department to create value-adding ideas.

• Predicting how much financial value these ideas will generate.

• Delivering and demonstrating that value was actually created.

• Developing knowledge that will improve future ideas, predictions and results.