RSSCase Studies

How Diageo Made Measurement a Superpower

How Diageo Made Measurement a Superpower

. July 18, 2019

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 […]

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The Human Side of Marketing Analytics

The Human Side of Marketing Analytics

. May 9, 2019

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 […]

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How Direct-to-Consumer Companies Think About Measurement

How Direct-to-Consumer Companies Think About Measurement

. March 12, 2019

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.

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How IBM is Reinventing Marketing with an Agile Approach

How IBM is Reinventing Marketing with an Agile Approach

. February 2, 2019

“We are going to be the number one company on the planet to bring Agile as a discipline to marketing.” Strong words from Michelle Peluso, CMO of IBM. Listen in as Michelle tells DAC Executive Editor Daniel Kehrer how IBM is going about doing just that. Also see these DAC videos from our interview with […]

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Adding Agile to Your Marketing

Adding Agile to Your Marketing

. February 2, 2019

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, […]

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Using AI to Augment Marketing Measurement at IBM

Using AI to Augment Marketing Measurement at IBM

. November 28, 2018

“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 […]

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Leading Brands Earn 2018 Honors for Analytics Excellence

Leading Brands Earn 2018 Honors for Analytics Excellence

. November 9, 2018

Being on the cutting-edge of marketing analytics is how leading companies are staying ahead of the competition. And when you’re best of the best among top marketers, the recognition is hard won and well deserved. At an announcement ceremony at the Masters of Marketing conference in Orlando, FL, in October, winners of the 2018 ANA Genius Awards were honored in four […]

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DAC Video: Establishing Customer Identity

DAC Video: Establishing Customer Identity

. April 24, 2018

Join top marketers from Citi, Nationwide, Hyundai, NASCAR and IBM as they discuss the importance of establishing customer identity, and how they go about it.

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DAC Video Case Study: The Sweet Power of Analytics at Dr. Pepper

DAC Video Case Study: The Sweet Power of Analytics at Dr. Pepper

. March 20, 2018

Jim Trebilcock, Chief Commercial Officer, Dr. Pepper Snapple Group, discusses Dr. Pepper’s ever-evolving analytics program.

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DAC Video: Combining Attribution with Context at Cotton Inc.

DAC Video: Combining Attribution with Context at Cotton Inc.

. March 20, 2018

Study your results, but then put those results in context of your goals to avoid making mistakes.

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