Announcing the 2018 ANA Genius Award Winners for Data and Analytics Excellence
Being on the cutting-edge of marketing analytics is how leading companies are staying ahead of the competition. And when you’re best of the best among top marketers, the recognition is hard won and well deserved.
At an announcement ceremony today during the Masters of Marketing conference in Orlando, Fla., the recipients of the 2018 ANA Genius Awards were honored in four different categories with one, Data and Analytics Adoption, resulting in a tie.
In the category of Data and Analytics Innovation, the winner was Cisco Systems. The networking and IT giant took the honors for their use of a progressive, analytics-based approach to solving an important business challenge. They developed an “Engagement Points” KPI that measured the interactions between Cisco and its customers and partners on both digital and physical domains. Cisco says they saw a 74% year-over-year increase in customer engagement, as well as a 127% CAGR boost over two years in marketing-sourced bookings as a result of their innovative approach.
For Data and Analytics Adoption, Diageo took the prize for outstanding achievement in organizational adoption of data and analytics to boost business outcomes. The world’s largest producer of spirits and a key beer-maker established a multi-touch attribution (MTA) approach that allows them to “spend better and grow faster.” In a short period of time, Diageo was able to gain deeper overall insight across 95% of its media spend.
Fossil Group won the award for Data and Analytics Growth for its outstanding achievement in business growth driven by the specific and demonstrable impact of marketing data and analytics. Fossil, a leader in watches, handbags, jewelry and accessories, implemented a top-down approach that used various analytics solutions, including a combination of traditional, modern and advanced methodologies. With this new analytics system in place, Fossil saw sales of its wearables double in 2017.
The tie occurred in the category of Data and Analytics Storytelling, where Nationwide and Scotts 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. The financial services company saw an 11% improvement in retirement readiness scores overall. Scotts Miracle-Gro, an industry-leader in lawn, garden and outdoor living products, 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.
“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, VP of Marketing Solutions at 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 Genius Awards, which are now in their 6th year, are a cornerstone of the ANA Data Analytics Center (DAC), and recognize the most innovative and ambitious brand efforts in advanced marketing analytics. Distinguished for the impact they have on driving business goals and proving the value of how marketing can influence ROI, each of the winners should be considered industry trailblazers.
“There’s little doubt about the increasingly important role data and analytics play in today’s marketing mix,” ANA CEO Bob Liodice said. “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.”
In addition to the award recognition, the winners also shared in a $100,000 prize pool, with their share donated to a charity of their choice. The winners were selected by an esteemed panel of industry experts representing some of the most prominent and respected brands in the world.