Popular Articles & Videos
How Diageo Made Measurement a Superpower
The annual ANA Genius Awards, Presented by Neustar, are the industry’s most prestigious initiative for recognizing brand marketers for outstanding achievement in measurement, data and analytics. This exclusive ANA Data Analytics Center (DAC) article series profiles some of the world’s best-known brands that are recent Genius Awards winners or finalists and presents valuable lessons and […]
ANA Fact Book Reveals Latest Trends, Key Benchmarks for Data Driven Marketers
The Association of National Advertisers (ANA) has released the 40th edition of its Statistical Fact Book: The Ultimate Source for Data-Driven Marketing Insight – compiled by ANA’s Data, Marketing and Analytics (DMA) division. For data driven marketers, the Statistical Fact Book represents a treasure trove of actionable insights and intelligence on the industry’s key trends, […]
How a True Analytics Culture Drives Exceptional Results
Today’s advanced marketing measurement tools and technologies are game changers, but they only take an organization part way to the remarkable performance improvements that are ultimately possible. Companies that are achieving extraordinary results have discovered that the secret catalyst to making data and analytics truly transformative lies in a single word: culture. Nearly all businesses […]
Using AI to Augment Marketing Measurement at IBM
“One topic I’m incredibly passionate about is measurement,” says Michelle Peluso, CMO of IBM. “And what’s exciting in terms of our profession now is that we have more ways than ever to measure and understand the impact of every dollar we spend.” The DAC sat down recently with Michelle to explore some of IBM’s pioneering […]
Measuring What’s Important At Cisco
When Cisco starting its marketing measurement program, it found that different teams were measuring things that they COULD measure, and that made them look good, rather than what they SHOULD measure. To change this, the analytics team created a specific metric they called “engagement” which consists of data on all of the different interactions with […]
Data Analytics and Franchises
In a franchise system, it’s essential that there is a strong communication pathway. And that includes a pathway for communicating insights gained from marketing measurement, data and analytics. In this DAC exclusive video, Doug Zarkin, CMO of Pearle Vision, explains how Pearle Vision sometimes spots gaps and uncovers opportunities even though the data itself isn’t […]
Measurement KPIs at Pearle Vision
One thing that Pearle Vision deploys measurement, data and analytics to help with is charting a path to understanding how the company can influence the consumer’s “emotional decision” to seek eye care from Pearle. Doug Zarkin, CMO of Pearle Vision, argues that some companies spend too much time attempting to mine data, and too little […]
The Future of Marketing Analytics
Fossil Group — winner of the 2018 ANA Genius Award for Data & Analytics Growth — is heavily focused on organization adoption as a key component of its overall marketing analytics initiative. As a result of it’s success in communicating analytics results across the organization, Fossil’s analytics group is getting more and more requests for […]
The Human Side of Marketing Analytics
A successful marketing analytics program requires much more than data, technology and number crunching. There’s also a human side that is critical to achieving the best results. Listen in as Damian Fernandez, VP of Global Analytics for Fossil Group, shares details of how his organization has built a strong and highly successful analytics culture by […]
Making Television Digitally Addressable
Terry Kawaja, Founder & CEO of LUMA Partners joins DAC’s exclusive series of video interviews featuring today’s most insightful thought leaders in data, measurement and analytics. In this video, Kawaja explores how television is becoming more digitally addressable, and what that means for the industry and brands. It is “probably the biggest opportunity in marketing. […]
How Direct-to-Consumer Companies Think About Measurement
In this exclusive DAC interview, Terry Kawaja, Founder & CEO of LUMA Partners, explores how hugely successful direct-to-consumer (DTC) companies are disrupting entire categories with a fundamentally different approach to data, measurement and analytics.
Direct-to-Consumer Has Sparked a New Era for Marketers
In this exclusive DAC interview, Terry Kawaja, Founder & CEO of LUMA Partners, explains how the direct-to-consumer (DTC) phenomenon has created a new era for today’s marketers. Are you ready for it? Video Transcript Terry Kawaja: Doing marketing the old way isn’t working because let’s face it, over half the Fortune 500 companies are declining […]
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