DAC Research Reports

ANA DAC conducts original, ground breaking industry research related to trends and best practices in marketing data, measurement and analytics. Research is conducted in partnership with the Neustar and leading media and research organizations such as Forbes CMO Practice, Forrester and others.

Recent reports include the following: 

How an Analytics Culture Drives Exceptional Results

Neustar and the ANA Data Analytics Center (DAC) commissioned Forrester Consulting to examine the importance of:

1) Developing an analytics culture, and,

2) The associated challenges marketers face in building those cultures.

To do this, Forrester surveyed 150 marketing decision makers from US companies that are members of the ANA. Findings from the study reveal clear financial and organizational advantages for companies that are mastering measurement and analytics compared to those that are just starting or developing such programs.

See the accompanying page and full report for details.

Accelerating Growth Through Marketing Performance Measurement

Do investments in marketing measurement pay off? Increasing numbers of brand marketers agree that it does, and say they can quantifiably prove it. This research report, produced in collaboration with the Forbes CMO Practice and announced by Neustar, provides detailed evidence of marketing measurement’s payoff.

The study – which analyzed responses from over 800 brand CMOs – shows that “high-performing marketing organizations” (companies beating growth plans by over 25%) view measurement as a driver of both short- and long-term financial success. On average, their results show that sophisticated and ongoing measurement produces:

  • 5% improvement in marketing investment performance overall, and;
  • 5% more business growth compared to average performers.