How-To
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 […]
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 […]
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 […]
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 […]
4 Rules for Measuring Customer Engagement
Marketers love to use customer engagement as a key metric. These days, nearly everyone sees it as a critical measure of customer value and brand strength. But while there’s widespread agreement that engagement should be measured (who doesn’t want to know how well customers are receiving your message and interacting with your brand?), agreement about […]
DAC Video: Creating a Common Measurement Currency
The marketing industry does not have a common approach to measurement. What it needs, contends Bob Liodice, CEO of ANA, is a “common currency” or common approach to measurement governance that allows everyone to get on the same page. Listen in as Bob explains how this will happen.
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 […]
Adding Agile to Your Marketing
The Agile methodology has worked wonders for software development and an increasingly wide range of other processes. Why not for marketing, too? IBM is one major brand leading the way in applying Agile to marketing, with exceptional results — especially considering that IBM’s marketing team is over 5,000 strong, worldwide. DAC talked with Michelle Peluso, […]
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 […]
Best Practices for Creating a True Analytics Culture
The article below is excerpted from the new Forrester research report How An Analytics Culture Drives Exceptional Business Results, created in partnership with the ANA and Neustar. View or download (PDF) the full research report here. Competitive pressures are increasing across the board for brands today. Customer demands and preferences are constantly changing, and there is increasingly […]
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