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Neustar and the ANA Announce Winners of the 2018 Genius Awards in Advanced Marketing Analytics

Oct 26, 2018

Cisco Systems, Diageo, Fossil Group, Nationwide and Scotts Crowned Winners for Their Innovative Marketing Analytics Achievements

Neustar, Inc., the leading trusted, neutral provider of unified marketing intelligence and the ANA (Association of National Advertisers), today announced the winners of The ANA Genius Awards at the ANA Masters of Marketing conference in Orlando, Fla.

A cornerstone of the ANA Data Analytics Center (DAC), the Genius Awards, now in their sixth year, recognize the brands behind the most innovative and ambitious efforts in advanced marketing analytics. Distinguished for the impact they have on driving business goals and proving the value of how marketing influences ROI, the winners represent the industry’s trailblazers in analytics.

“Every year, the Genius Awards winners raise the bar with profoundly impactful submissions that are a testament to the strides these brands have made in truly understanding the results of their marketing on business drivers,” said Julie Fleischer, Vice President, Marketing Solutions, Neustar. “Cisco Systems, Diageo, the Fossil Group, Nationwide and Scotts are all leading the pack in their industries and I congratulate them for instilling a culture of analytics into their organizations.”

The 2018 ANA Genius Awards winners are:

  • Data and Analytics Innovation: Cisco Systems® took the honors for its use of a progressive, analytics-based approach to solve a business challenge or seize an opportunity. Cisco developed an “Engagement Points” KPI, a measure of the engagement between Cisco and its customers and partners on both digital and physical domains. Cisco saw a 74 percent increase in customer engagement (YoY) and a 127 percent 2-year CAGR in Marketing sourced bookings
  • Data and Analytics Adoption: Diageo® was recognized for outstanding achievement in the organizational adoption of data and analytics to boost business outcomes. Diageo established a multi-touch attribution approach that would allow them to “spend better and grow faster.” In a short period of time, Diageo was able to gain deeper overall insight across 95 percent of their media spend.
  • Data and Analytics Growth: Fossil Group® won for its outstanding achievement in business growth driven by the specific and demonstrable impact of marketing data and analytics. Fossil Group implemented a top-down approach using various analytics solutions that included a combination of traditional, modern and advanced methodologies. With this new analytics system in place, Fossil Group saw their wearable sales double in 2017.
  • Data and Analytics Storytelling: Nationwide® and Scotts® tied and were both recognized for outstanding achievement in the use of data to tell enlightening, visual stories that support business goals and/or open up new opportunities. Nationwide created a Retirement Readiness Report as an engaging and motivating experience for users. They saw an 11 percent improvement in retirement readiness scores overall. Scotts Miracle-Gro used a predictive weather modeling tool, HELIO, to deliver weather-driven demand sales forecasts. Scotts saw a historic sales month in May 2018 because they were able to pick up orders in areas where their competitors could not keep up with demand.

“There’s little doubt about the increasingly important role data and analytics play in today’s marketing mix,” said ANA CEO Bob Liodice. “The Genius Award winners are leading the way in the implementation of these valuable resources and the ANA is proud to honor their achievements accordingly.”

Recognized as one of the world’s most prestigious accolades in the field of marketing analytics, the ANA Genius Awards recipients received a $100,000 prize for the winners’ charity of choice. The ANA Genius Awards winners were selected by an esteemed panel of industry experts from some of the most prominent global brands. Judging panel heavyweights included Tim Calkins, Clinical Professor of Marketing, Kellogg School of Management, Northwestern University; Ryan Galili, senior brand marketer and respected marketing consultant; Bruce Dincin, Senior Director Customer Acquisition, Choice Hotels; Gayle Fuguitt, Chief of Customer Insight and Innovation, Foursquare; David Kaul, Director of Performance, Measurement and Analytics, Google; Jim Spaeth, Partner, Sequent Partners; Diane Tielbur, President Food and Beverage Consumption Practice, NPD; Dan Water, CMO, Fromageries Bel and Tony Weisman, CMO, Dunkin Donuts.

To learn more about the ANA Genius Awards or to watch the winners’ videos, go to GeniusAwards.com.

About Neustar
Neustar, Inc. is a leading global information services provider driving the connected world forward with responsible identity resolution. As a company built on a foundation of Privacy by Design, Neustar is depended upon by the world’s largest corporations to help grow, guard and guide their businesses with the most complete understanding of how to connect people, places and things. Neustar’s unique, accurate and real-time identity system, continuously corroborated through billions of transactions, empowers critical decisions across our clients’ enterprise needs. More information is available at https://www.home.neustar.

About the ANA
The ANA (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. The ANA’s membership includes more than 1,700 companies with 25,000 brands that engage almost 150,000 industry professionals and collectively spend or support more than $400 billion in marketing and advertising annually. The membership is comprised of more than 1,000 client-side marketers and more than 700 marketing solutions provider members, which include leading marketing data science and technology suppliers, ad agencies, law firms, consultants, and vendors. Further enriching the ecosystem is the work of the nonprofit ANA Educational Foundation (AEF), which has the mission of enhancing the understanding of advertising and marketing within the academic and marketing communities.