Australian Marketing Institute fails marketing metrics 101?

  Spiekermann House Numbers 
  Originally uploaded by Stewf

Has the Australian Marketing Institute failed marketing metrics 101?

Let’s consider a few facts to weigh up the question.

In response to criticism from Australian Marketing Institute members, Australian Marketing Institute Chairman, Roger James published the following facts on Marketing Magazine's website, dated 20th Jun 2008:

“In 1999 our membership was 3,400. Our membership is now over 6,000 and currently growing at over 14% net per annum.”

But a few months later, Australian Marketing Institute CEO Mark Crowe wrote in the Marketing Update newsletter:

“In the year to 30 June 2008 the Australian Marketing Institute has achieved a record 17.6% net increase in membership. This performance easily surpasses our previous record of 9%.”

“A large membership base (now at 6,800 members) provides the Institute with greater financial strength and increased authority to represent and promote the marketing profession.”

Hello…within 10 days the Australian Marketing Institute membership miraculously jumps up by over 12% and the annual growth rate grows from 14% to 17.6%.

I thought the Australian Marketing Institute was championing marketing metrics…these are simple marketing metrics and Mark and Roger can’t even agree on the official membership numbers.

Are you confused? I am…

Under the polished floors of the Australian Marketing Institute's ivory tower, who’s telling the truth? Or has there been some creativity going on?

The plot thickens!

Comments

[Mat Packer]

Even I know that those numbers don't add up.. Very strange.