Popular Articles & Videos

Direct-to-Consumer Has Sparked a New Era for Marketers

. March 12, 2019
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 […]

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ANA Fact Book Reveals Latest Trends, Key Benchmarks for Data Driven Marketers

. February 28, 2019
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, […]

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4 Rules for Measuring Customer Engagement

. February 22, 2019
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 […]

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DAC Video: Creating a Common Measurement Currency

. February 15, 2019
DAC Video: Creating a Common Measurement Currency

The marketing industry does not have a common approach to measurement. What it needs, contends Bob Liodice, CEO of ANA, is a “common currency” or common approach to measurement governance that allows everyone to get on the same page. Listen in as Bob explains how this will happen.  Video Trascsript Bob Liodice: If we think […]

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How a True Analytics Culture Drives Exceptional Results

. February 10, 2019
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 […]

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DAC’s Measurement Definitions ‘Cheat Sheet’

. February 8, 2019
DAC’s Measurement Definitions ‘Cheat Sheet’

Speaking a common marketing measurement “language” is an important success ingredient for any analytics program. If team members use different working definitions of such things as metrics, marketing ROI, customer identity or analytics in general, for that matter, it can lead to confusion, missed opportunities and diminished results. Below is a short list of key […]

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How IBM is Reinventing Marketing with an Agile Approach

. February 2, 2019
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 […]

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Adding Agile to Your Marketing

. February 2, 2019
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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2019 Genius Awards Entries Now Open

. January 1, 2019
2019 Genius Awards Entries Now Open

Nominations and entries are now being accepted for the 2019 ANA Genius Awards for Excellence in Marketing Analytics, presented by Neustar. The Genius Awards — now in their 7th year— recognize the most impactful work being done by brands in marketing measurement and analytics today. Finalists will be announced at the ANA Data & Measurement […]

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Using AI to Augment Marketing Measurement at IBM

. November 28, 2018
Using AI to Augment Marketing Measurement at IBM

“One topic I’m incredibly passionate about is measurement,” says Michelle Peluso, CMO of IBM. “And what’s exciting in terms of our profession now is that we have more ways than ever to measure and understand the impact of every dollar we spend.” The DAC sat down recently with Michelle to explore some of IBM’s pioneering […]

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