Getting to the point where marketers know what they are getting for their money spend or ROI has become even more so important given the ever-increasing media fragmentation within SA.

The days of reaching your intended audience through the use of a handful of media platforms are over. How one advertiser decides on which media to choose in driving the needed objectives of an FMCG brand is closely related to the efficacy of that media usage in meeting those needs.

After all, gone are the days when marketing was just a mere art – now it is about accountability:

	Accountability to your trade obligations
	Accountability to your brand and sales targets
	Accountability to your bottom-line

And accountability is about efficacy which in turn is about detailed reporting which proves how accountable your spend was towards that media.