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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 […]
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 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 Case Study: Staffing for Analytics at Dr. Pepper
Jim Trebilcock, Chief Commercial Officer, Dr. Pepper Snapple Group, describes the importance of building a high-quality analytics team in order to build out internal capabilities and demonstrate the value of analytics across the organization.
DAC Video: A Common Approach Helps Drive Adoption
Following a common approach to analytics can help foster greater organizational adoption.
DAC Video: Creating an Analytics Culture
Creating an analytics culture inside marketing is a crucial component for driving organizational adoption.
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 […]
New Study Shows How Marketing Measurement Pays Off
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 […]
4 Ways to Spark Greater Analytics Adoption
A common measurement mistake that many companies make is that they spend big on marketing analytics but they don’t worry enough about how to actually apply insights across the organization. Increased spending must be matched by a commensurate effort of those analytics to drive better decision-making. McKinsey, for one, has framed the move toward greater […]
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