Articles
A Culture of Analytics Greatly Amplifies Marketing Impact
Today’s advanced marketing measurement tools and technologies can be game changers. But they only take an organization part way to the kinds of eye-catching performance improvements that are ultimately possible. The catalyst needed to go the distance comes down to one word: Culture That’s a key takeaway from groundbreaking new research by Forrester, commissioned by […]
Hidden Opportunities in the Age of GDPR
The General Data Protection Regulation (GDPR) is now a fact of life. What will the impact on marketing analytics be long-term? Is this the end of people-based marketing and the dawn of a new, more stringent data privacy world? While most of the focus has been on the scramble for GDRP compliance, much less attension […]
Effective Data Story Telling: Make Sure Your Measurement Results Resonate!
ANA Member Exclusive ♦ Marketing leaders today are increasingly adept at deploying marketing measurement, data and analytics programs. They’ve added legions of data scientists and other analytics specialists to demonstrate – quantitatively – how marketing contributes to revenue and other business outcomes. Despite those strides, many brands remain poorly equipped to tell a compelling measurement […]
Building Your Marketing Measurement Dream Team
Using data to drive marketing strategy and connect with consumers is a top CMO priority. But it’s not an easy rodeo. Even though companies aren’t suffering from a lack of data, they are often missing the talent required to lasso it. Just 1.9% of marketing leaders say their companies have the right people in place […]
DAC’s Measurement Definitions ‘Cheat Sheet’
Speaking a common marketing measurement “language” is an important success ingredient for any analytics program. If team members use different working definitions of such things as metrics, marketing ROI, customer identity or analytics in general, for that matter, it can lead to confusion, missed opportunities and diminished results. Below is a short list of key […]
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 […]
Why Customer Identity Graphs are so Important
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 […]
ROI: Today’s Most Misunderstood Marketing Metric
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 […]
Finalists Named for the 2017 Genius Awards in Advanced Marketing Analytics
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 […]
The Importance of Analytics for Today’s Marketers
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 […]
Recent Comments