Adoption
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 Human Side of Marketing Analytics
A successful marketing analytics program requires much more than data, technology and number crunching. There’s also a human side that is critical to achieving the best results. Listen in as Damian Fernandez, VP of Global Analytics for Fossil Group, shares details of how his organization has built a strong and highly successful analytics culture by […]
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 […]
How IBM is Reinventing Marketing with an Agile Approach
“We are going to be the number one company on the planet to bring Agile as a discipline to marketing.” Strong words from Michelle Peluso, CMO of IBM. Listen in as Michelle tells DAC Executive Editor Daniel Kehrer how IBM is going about doing just that. Also see these DAC videos from our interview with […]
Leading Brands Earn 2018 Honors for Analytics Excellence
Being on the cutting-edge of marketing analytics is how leading companies are staying ahead of the competition. And when you’re best of the best among top marketers, the recognition is hard won and well deserved. At an announcement ceremony at the Masters of Marketing conference in Orlando, FL, in October, winners of the 2018 ANA Genius Awards were honored in four […]
Best Practices for Creating a True Analytics Culture
The article below is excerpted from the new Forrester research report How An Analytics Culture Drives Exceptional Business Results, created in partnership with the ANA and Neustar. View or download (PDF) the full research report here. Competitive pressures are increasing across the board for brands today. Customer demands and preferences are constantly changing, and there is increasingly […]
DAC Video: Marketing’s ‘Measurement Mandate’
The advertising and marketing industry invests a trillion dollars every year. But without the guidance of sophisticated measurement, the industry is “winging it.” But as Bob Liodice, CEO of ANA points out, “You cannot ‘wing’ a trillion dollars of investment.” What’s needed, he says, is a stronger focus on measurement that will help organizations make […]
DAC Video: Picking Your Measurement Partners
The importance of choosing the right marketing measurement partners to work with: What to think about, some questions to ask, and where companies sometimes go wrong.
DAC Video: A Common Approach Helps Drive Adoption
Following a common approach to analytics can help foster greater organizational adoption.
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