David Carson

David Carson is responsible for employee communications and corporate responsibility at Neustar. 

David's Articles

Where Is The Customer? What’s Missing in Marketing Attribution

June 20th, 2013

Modern direct marketers will tell you that sometimes it's worse to attribute revenue incorrectly than not to do so at all because you can make costly mistakes in how you spend your marketing budget. Focus on the customer. Read Full Article


Marketing Attribution: Is there really a difference?

June 16th, 2013

Several methodologies have been used over the years to measure and give credit to marketing actions. Understanding the differences and impact of each methodology is critical to choosing the most accurate methodology for your business. Read Full Article


Multi-Channel Marketing: Replacing Last Click Attribution

June 8th, 2013

Here at MarketShare, we agree that each campaign needs to be measured, but we've also taken it a step further. Each campaign has its own "decay curve" to calculate the impact the marketing treatment had on the customer over time. Read Full Article


Marketing Trifecta: Email, Display, and Website Personalization

May 31st, 2013

Messaging to the right customer at the right time with the right message creates a better customer experience. With the use of email, retargeted display advertising and website personalization, marketers can improve conversions. Read Full Article


Comparing Revenue Attribution Methodologies: What to Look For

February 9th, 2013

Whatever methodology they are using may be better than double counting sales or the last touch method you are using currently, but is it accurate or actionable? Here are four important points to look for when comparing Revenue Attribution methodologies: Read Full Article