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Effective Data Story Telling: Make Sure Your Measurement Results Resonate!

Effective Data Story Telling: Make Sure Your Measurement Results Resonate!

. September 7, 2018

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 […]

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Building Your Marketing Measurement Dream Team

Building Your Marketing Measurement Dream Team

. September 5, 2018

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 […]

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Why Customer Identity Graphs are so Important

Why Customer Identity Graphs are so Important

. September 29, 2017

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 […]

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ROI: Today’s Most Misunderstood Marketing Metric

ROI: Today’s Most Misunderstood Marketing Metric

. September 27, 2017

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 […]

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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

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 […]

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The Importance of Analytics for Today’s Marketers

The Importance of Analytics for Today’s Marketers

. September 15, 2017

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 […]

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New Study Shows How Marketing Measurement Pays Off

New Study Shows How Marketing Measurement Pays Off

. September 11, 2017

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 […]

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Spending on Marketing Analytics Budgets Set to Rise…or Not

Spending on Marketing Analytics Budgets Set to Rise…or Not

. September 6, 2017

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 […]

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DAC Essentials Series: A/B Testing Basics

DAC Essentials Series: A/B Testing Basics

. August 19, 2017

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 […]

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How Predictive Analytics Shift Power Back to Brands

How Predictive Analytics Shift Power Back to Brands

. August 18, 2017

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 […]

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