Archive for August, 2017

8 Ways to Leverage an Analytics Program

8 Ways to Leverage an Analytics Program

. August 17, 2017

You’ve spent a great deal of time, effort and money to build and refine a marketing analytics program. But it’s not simply about crunching data and teasing out useful insights. Once you have valuable information to inform decision-making and optimize marketing efforts, your efforts can be put to good use in a variety of ways. […]

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Using Multi-Channel Attribution to Improve Marketing Effectiveness

Using Multi-Channel Attribution to Improve Marketing Effectiveness

. August 17, 2017

Multi-channel marketing attribution – the science of assigning value to each marketing or brand touch point across all online and offline channels – is evolving quickly and becoming more effective all the time. But many companies – including some major brands – still use antiquated tools and ineffective methods. Slowly, advancements in attribution tools, technology […]

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DAC Marketing Measurement Resource Center

DAC Marketing Measurement Resource Center

. August 16, 2017

Additional DAC-curated educational resources for marketing measurement, data and analytics. Articles & Videos Data  5 Data Assumptions that Marketers Should Avoid  Chief Marketing Technologist 14 Rules for Data-Driven, not Data-Deluded, Marketing  Chief Marketing Technologist Attribution The Integrated Media Research Center provides links to an extensive list of articles and research studies on attribution. You’ll find […]

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With Measurement It’s all About the Math

With Measurement It’s all About the Math

. August 15, 2017

Marketing and math haven’t always meshed. Marketing was long considered a creative endeavor somehow divorced from the rigor and transparency of science-based business process. The very definition of analytics – “the scientific process of transforming data into insight for making better decisions” – caused tension in marketing-dom. But no longer. Better analytic methods, new data-driven […]

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Marketing Data Fundamentals: What CMOs Need to Know

Marketing Data Fundamentals: What CMOs Need to Know

. August 15, 2017

In the video above, marketers from IBM, NASCAR, Nationwide and Hyundai discuss data challenges. Data is at the core of almost every key challenge that CMOs — or any marketers for that matter — face today, and will likely have a profound impact on marketers’ ability to prove their value. “CMOs must understand how to […]

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Does Your Marketing Attribution Model Work?

Does Your Marketing Attribution Model Work?

. August 10, 2017

By Dirk Beyer, VP Data Science Research & Robert Stratton, Sr. Group Director, Analytical Insights, Neustar MarketShare Despite the availability of big data, advertisers don’t always have a clear idea about how much value each channel or campaign adds to their companies’ success. To solve this problem, marketers need a clear methodology to attribute credit […]

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Marketing Return on Investment: Seeking clarity for concept and measurement

Marketing Return on Investment: Seeking clarity for concept and measurement

. August 10, 2017

Abstract: As the need for accountable marketing spending continues to grow, companies must develop sound metrics and measures of marketing’s contribution to fi rm profitability. The leading metric has been return on marketing investment (MROI), following the widespread adoption of ROI metrics in other parts of the organization. However, the ROI metric in marketing is […]

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