Resource Center

Additional DAC-curated resources for marketing measurement, data and analytics.

Articles & Videos

Data 

• 5 Data Assumptions that Marketers Should Avoid  Chief Marketing Technologist
• 14 Rules for Data-Driven, not Data-Deluded, Marketing  Chief Marketing Technologist

Attribution

• The Integrated Media Research Center provides links to an extensive list of articles and research studies on attribution. You’ll find the Attribution Research page here.

Organizational Adoption

• How an Analytics Mindset Changes Marketing Culture  Harvard Business Review

Predictive Analytics

• Predictive Analytics for Right-Brained Marketers  Martech Advisor
• Predictive Analytics for Marketing: What’s Possible and How it Works  Tech Emergence

Strategy & Application

• Quantifying the Impact of Marketing Analytics  Harvard Business Review
• The Marketer Strikes Back  McKinsey & Company A survey by ANA finds that marketers are taking on a more muscular role to fulfill their primary mission: driving business growth.
• 10 Steps to Better Use of Marketing Analytics  Forbes
• How a Wine Brand Advanced Digital Ad Measurement  The Wall Street Journal
• Video: Marketing Analytics XSeries – UC BerkeleyX on edX  In this marketing XSeries viewers will learn about best approaches and practices for marketing measurement and analysis. Includes hands-on experience applying analytics tools and techniques to real-world marketing problems. Gain greater understanding of analytics-based marketing to drive ROI for your marketing campaigns.

Journals

• Applied Marketing Analytics Henry Stewart Publications • Major professional journal publishing in-depth, peer-reviewed articles on all aspects of measuring and analyzing marketing performance to improve its effectiveness.
• Journal of Marketing Analytics  Springer • Publishes applied research and practice papers on topics such as targeting, segmentation, big data, customer loyalty, cross-selling, CRM, data quality management, multi-channel marketing and marketing strategy.

Surveys & Research Reports

• The Integrated Media Research Center provides links to a wide range of research reports covering Customer Journey, Campaign Objective, Marketing Channels and Attribution.
• Predictive Analytics for B2B Marketers  The Forrester Wave, Q2 2017 (PDF)
• CMO Survey  The CMO Survey collects and disseminates the opinions of top marketers in order to predict the future of markets, track marketing excellence and improve the value of marketing in firms and in society.
• The State of Marketing Analytics: Insights in the age of the consumer
  • Summary: New research: Companies plan to massively increase spend on marketing analytics
  • Full report (fee based)
• Walker Sands State of Marketing Technology 2017: Closing the Gap Between Martech Innovation and Adoptions (PDF)

Websites & Blogs

• Chief Marketing Technologist  Scott Brinker’s blog about marketing technology and how it’s changing marketing strategy, management and culture.
• Web Analytics World
• Digital Business & Business Analytics  Tracks innovation in analytics and social media, including topics such as big data, collaborative decision-making, and social analytics.
• Google Analytics Solutions
• Occam’s Razor  A best practices guide for how to analyze data and track digital analytics through the most popular platforms available today.
• Martech Today  Daily publication and website covering all aspects of the marketing technology industry.
• Common Language Marketing Dictionary  A free educational resource for marketing practitioners, students and educators with more than 1,800 searchable marketing terms and definitions. It is managed by the MASB (see below) and sponsored by the ANA, IAB and MSI.

Events & Conferences

• 2017 ANA Data & Measurement Conference  The leading annual industry conference on marketing data, measurement and analytics bringing together marketing measurement experts from across the nation.
• 2017 ANA Masters of Marketing Conference Biggest and most important conference of the year for tp marketing executives from major brands and a wide range of organizations.
• Full ANA Event Calendar
• Digital Analytics Association Events  Full upcoming conference slate from the DAA
• Marketing Analytics and Data Science (MADS) An up-and-coming event that brings together data science and marketing analytics executives.

Awards

• The ANA Genius Awards  The Genius Awards recognize the most innovative and impactful work in marketing analytics today. Established in 2013, the program showcases those companies and individuals leading the way in applying analytics to prove the value of marketing and make sense of Big Data for business impact.​

Organizations

• Advertising Research Foundation (ARF)  Only organization that creates and curates objective, original research through education, events, and networking for advertising practitioners.
• ARF PowerSearch: The industry’s most powerful search tool for research on advertising and marketing effectiveness.
• Association of National Advertisers (ANA)  The Association of National Advertisers) makes a difference for individuals, brands, and the industry by driving growth, advancing the interests of marketers, and promoting and protecting the well-being of the marketing community. Founded in 1910, the ANA provides leadership that advances marketing excellence and shapes the future of the industry.
• Digital Analytics Association (DAA)  Advancing the use of data to understand and improve the digital world through professional development and community.
• 4A’s  The 4A’s, founded in 1917, is the leading authority representing the marketing communications agency business.
• i-com is a global forum for marketing data and measurement. i-com sponsors data science hackathons and conducts an annual Global Summit.
• Marketing Accountability Standards Board (MASB) The MASB’s mission is to establish marketing measurement and accountability standards across industry and domain for continuous improvement in financial performance and for the guidance and education of business decision-makers and users of performance and financial information.
• Marketing Science Institute (MSI)  MSI is a nonprofit that brings the best of science to the complex world of marketing. MSI is unique as the only research-based organization with a network of marketing academics from the best business schools worldwide, and marketers from 60+ leading global companies.