John Wallace

John is Vice President of Business Development at MarketShare, a Neustar Solution.

John's Articles

Four Ways You’re Misreading Your New Holiday Customers

December 17th, 2015

I hope this year’s holiday sales drive scores of new customers to your brand. But as the holiday season comes to a close and you step back to analyze your efforts—to understand who your new customers are and what channels and tactics drove them to you—you may want to take a moment to reassess your assumptions. If you’re like many marketers, you could be operating under the influence of four common misperceptions of who holiday customers are and the value they deliver. Read Full Article


4 Ways You’re Misreading Your New Holiday Customers

December 14th, 2015

Common misconceptions about the Lifetime Value of holiday shoppers versus the benefits of off-season and remarketing for new customer acquisition. Read Full Article


What You’ll Never See Using Channel-Level Attribution

May 3rd, 2014

Attribution modeling is, at its core, an analysis of the co-occurrence of events. Measuring attribution at the customer level exposes information that channel-level analysis will never see. Read Full Article