RSSArticles

4 Rules for Measuring Customer Engagement

4 Rules for Measuring Customer Engagement

. November 6, 2017 . 0 Comments

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 […]

Continue Reading

Why Customer Identity Graphs are so Important

Why Customer Identity Graphs are so Important

. September 29, 2017 . 0 Comments

It’s crunch time for customer identity. Today, brands are capturing more customer data than ever before across a multitude of channels and touch points. But many companies struggle with using that data to construct useful customer identity profiles – “identity graphs” – that can greatly improve marketing measurement capabilities and accuracy while helping you create […]

Continue Reading

ROI: Today’s Most Misunderstood Marketing Metric

ROI: Today’s Most Misunderstood Marketing Metric

. September 27, 2017 . 0 Comments

Here’s a thought not much discussed much among marketers: ROI might not be the right way to measure the impact of your marketing. In part, that’s because we routinely misunderstand and misuse ROI in all manner of ways. This is how and why. Invoking ROI to gauge marketing impact can severely distort the true value […]

Continue Reading

Finalists Named for the 2017 Genius Awards in Advanced Marketing Analytics

Finalists Named for the 2017 Genius Awards in Advanced Marketing Analytics

. September 17, 2017 . 0 Comments

Finalists for the 2017 ANA Genius Awards – a Data Analytics Center (DAC) program – have been announced by Neustar and the ANA (Association of National Advertisers). The Genius Awards highlight the most innovative and powerful work in advanced marketing analytics. Now in their fifth year, these awards recognize the most progressive marketing organizations for […]

Continue Reading

The Importance of Analytics for Today’s Marketers

The Importance of Analytics for Today’s Marketers

. September 15, 2017 . 0 Comments

Today’s “measurement mandate” for marketing has brought analytics front and center. As that happens, it’s important to be clear on what analytics are all about. For example, they’re not just a way to gauge effectiveness of past events. Analytics technology today can do far more, accurately predicting future results, connecting online and offline touch points […]

Continue Reading

New Study Shows How Marketing Measurement Pays Off

New Study Shows How Marketing Measurement Pays Off

. September 11, 2017 . 0 Comments

Do investments in marketing measurement pay off? Increasing numbers of brand marketers agree that it does, and say they can quantifiably prove it. And now a new study called the Marketing Accountability report, done in collaboration with the Forbes CMO Practice and announced by Neustar, provides detailed evidence of marketing measurement’s payoff. The study – which analyzed […]

Continue Reading

Spending on Marketing Analytics Budgets Set to Rise…or Not

Spending on Marketing Analytics Budgets Set to Rise…or Not

. September 6, 2017 . 0 Comments

According to the latest edition of Duke University’s twice-yearly CMO Survey, the percent of marketing budgets spent on analytics will more than triple over the next 36 months. Or at least that’s what the top marketing executives surveyed are projecting. If the last five years were a guide, however, an increase of that magnitude would […]

Continue Reading

DAC Essentials Series: A/B Testing Basics

DAC Essentials Series: A/B Testing Basics

. August 19, 2017 . 0 Comments

When brands create new products or services – and the marketing plans to sell them – they often base their decisions on what customers tell them. But which is more important:  What customers say? Or what they actually do? The answer, of course, is actual behavior. And therein lies the power of a track-tested marketing measurement technique […]

Continue Reading

How Predictive Analytics Shift Power Back to Brands

How Predictive Analytics Shift Power Back to Brands

. August 18, 2017 . 0 Comments

For many years, the marketers made adjustment after adjustment to account for how customers have been gaining greater power and control over the purchase process. Today’s buyers – both B2C and B2B – are armed with unprecedented amounts of information and enabled with new digital technologies. For marketers, this changed everything. Instead of calling the […]

Continue Reading

4 Ways to Spark Greater Analytics Adoption

4 Ways to Spark Greater Analytics Adoption

. August 18, 2017 . 0 Comments

A common measurement mistake that many companies make is that they spend big on marketing analytics but they don’t worry enough about how to actually apply insights across the organization. Increased spending must be matched by a commensurate effort of those analytics to drive better decision-making. McKinsey, for one, has framed the move toward greater […]

Continue Reading