Impact
Measuring What’s Important At Cisco
When Cisco starting its marketing measurement program, it found that different teams were measuring things that they COULD measure, and that made them look good, rather than what they SHOULD measure. To change this, the analytics team created a specific metric they called “engagement” which consists of data on all of the different interactions with […]
How Diageo Made Measurement a Superpower
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 […]
The Future of Marketing Analytics
Fossil Group — winner of the 2018 ANA Genius Award for Data & Analytics Growth — is heavily focused on organization adoption as a key component of its overall marketing analytics initiative. As a result of it’s success in communicating analytics results across the organization, Fossil’s analytics group is getting more and more requests for […]
Making Television Digitally Addressable
Terry Kawaja, Founder & CEO of LUMA Partners joins DAC’s exclusive series of video interviews featuring today’s most insightful thought leaders in data, measurement and analytics. In this video, Kawaja explores how television is becoming more digitally addressable, and what that means for the industry and brands. It is “probably the biggest opportunity in marketing. […]
How Direct-to-Consumer Companies Think About Measurement
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. Video Trascript Terry Khawaja: My name is Terry Khawaja. I’m a founder and CEO of Luma partners. We are an investment […]
Direct-to-Consumer Has Sparked a New Era for Marketers
In this exclusive DAC interview, Terry Kawaja, Founder & CEO of LUMA Partners, explains how the direct-to-consumer (DTC) phenomenon has created a new era for today’s marketers. Are you ready for it? Video Transcript Terry Kawaja: Doing marketing the old way isn’t working because let’s face it, over half the Fortune 500 companies are declining […]
ANA Fact Book Reveals Latest Trends, Key Benchmarks for Data Driven Marketers
The Association of National Advertisers (ANA) has released the 40th edition of its Statistical Fact Book: The Ultimate Source for Data-Driven Marketing Insight – compiled by ANA’s Data, Marketing and Analytics (DMA) division. For data driven marketers, the Statistical Fact Book represents a treasure trove of actionable insights and intelligence on the industry’s key trends, […]
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 […]
How a True Analytics Culture Drives Exceptional Results
Today’s advanced marketing measurement tools and technologies are game changers, but they only take an organization part way to the remarkable performance improvements that are ultimately possible. Companies that are achieving extraordinary results have discovered that the secret catalyst to making data and analytics truly transformative lies in a single word: culture. Nearly all businesses […]
Adding Agile to Your Marketing
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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