"Analytics" Articles

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Unified Marketing Impact Analytics: A Q&A with Forrester Research

Tomás Hernandez
by Tomás Hernandez March 28th, 2016
Unified Marketing Impact Analytics: A Q&A with Forrester Research

Unified marketing impact analytics (UMIA) is a blend of statistical techniques that assigns business value to each element of the marketing mix at both a strategic and tactical level. To gain a full view of marketing performance, UMIA uses a combination of approaches in marketing analytics. To provide a better understanding of unified marketing impact analytics, Neustar recently commissioned Forrester Research to share its insights though a question-and-answer session with Tina Moffett, a senior analyst at Forrester. Read Full Article

Beware the Single-Channel Catalog Measurement

Haun Li
by Haun Li March 10th, 2016
Beware the Single-Channel Catalog Measurement

To measure catalog effectiveness correctly, brands must go beyond analyzing catalogs in a vacuum. This post explains why. Read Full Article

Can Attribution Pick Out the Unnecessary Ad?

Haun Li
by Haun Li March 3rd, 2016
Can Attribution Pick Out the Unnecessary Ad?

Discover the attribution challenge of customers who intend to convert, regardless of a marketing touch. Read Full Article

For Republican Primary Voters, What Are the Hot Button Issues in 2016?

Lina Miranda
by Lina Miranda March 1st, 2016
For Republican Primary Voters, What Are the Hot Button Issues in 2016?

Using Neustar’s Market Analytics and Segmentation solution—and its robust dataset of over 15,000 consumer attributes—we've investigated the demographics, behaviors, lifestyles, opinions, and attitudes of Super Tuesday voters. In this first of a two-part blog series, we look at a handful of hot button political issues—gun control, privacy, and the environment—for Republican voters in particular. Read Full Article

What Sets the Best Attribution Models Apart?

MarketShare
by MarketShare February 24th, 2016
What Sets the Best Attribution Models Apart?

The four key components of marketing attribution modeling Read Full Article