RSSResearch Reports

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 […]

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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 . 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 […]

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Does your digital attribution model work?

Does your digital attribution model work?

. August 10, 2017 . 0 Comments

By Dirk Beyer, VP Data Science Research & Robert Stratton, Sr. Group Director, Analytical Insights, Neustar MarketShare Despite the availability of big data, advertisers don’t always have a clear idea about how much value each channel or campaign adds to their companies’ success. To solve this problem, marketers need a clear methodology to attribute credit […]

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Marketing Return on Investment: Seeking clarity for concept and measurement

Marketing Return on Investment: Seeking clarity for concept and measurement

. August 10, 2017 . 0 Comments

Abstract: As the need for accountable marketing spending continues to grow, companies must develop sound metrics and measures of marketing’s contribution to fi rm profitability. The leading metric has been return on marketing investment (MROI), following the widespread adoption of ROI metrics in other parts of the organization. However, the ROI metric in marketing is […]

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