Tag: featured

DAC Essentials Series: A/B Testing Basics

DAC Essentials Series: A/B Testing Basics

. August 19, 2017

When brands create new products or services – and the marketing plans to sell them – they often base their decisions on what customers tell them. But which is more important:  What customers say? Or what they actually do? The answer, of course, is actual behavior. And therein lies the power of a track-tested marketing measurement technique […]

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How Predictive Analytics Shift Power Back to Brands

How Predictive Analytics Shift Power Back to Brands

. August 18, 2017

For many years, the marketers made adjustment after adjustment to account for how customers have been gaining greater power and control over the purchase process. Today’s buyers – both B2C and B2B – are armed with unprecedented amounts of information and enabled with new digital technologies. For marketers, this changed everything. Instead of calling the […]

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4 Ways to Spark Greater Analytics Adoption

4 Ways to Spark Greater Analytics Adoption

. August 18, 2017

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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How Successful Analytics-Driven Marketers Stand Out

How Successful Analytics-Driven Marketers Stand Out

. August 18, 2017

Brands are making major moves, upgrades and expansions into marketing measurement and analytics. For some, results have been stellar, with major boosts in marketing effectiveness, a clearer vision of how to use insights for decision-making and quantifiably prove marketing’s impact. But others struggle, due in part to a wide range of problems dealing with data, […]

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Analytics Innovation at IBM

Analytics Innovation at IBM

. August 18, 2017

Video: IBM marketing executives discuss their approach to solving unique measurement problems, such as dealing with massive amounts of data stemming from programmatic programs, assigning value to various audience segments, and more effectively managing the marketing team’s time through the effective use of analytics.

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DAC Marketing Measurement Resource Center

DAC Marketing Measurement Resource Center

. August 16, 2017

Additional DAC-curated educational 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 […]

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Marketing Data Fundamentals: What CMOs Need to Know

Marketing Data Fundamentals: What CMOs Need to Know

. August 15, 2017

In the video above, marketers from IBM, NASCAR, Nationwide and Hyundai discuss data challenges. Data is at the core of almost every key challenge that CMOs — or any marketers for that matter — face today, and will likely have a profound impact on marketers’ ability to prove their value. “CMOs must understand how to […]

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