"Analytics" Articles

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What Does It Mean to Be a Marketing Analytics Genius?

Jason Masini
by Jason Masini June 8th, 2017
What Does It Mean to Be a Marketing Analytics Genius?

The extended deadline to submit an entry for the 2017 ANA Genius Awards is fast approaching on June 16. This is the final submission call for the most prestigious award in marketing analytics. Read Full Article

How Strong is Your Customer Graph?

Peggy Liao
by Peggy Liao May 11th, 2017
How Strong is Your Customer Graph?

A connected customer graph offers marketers the ability to establish a comprehensive, up-to-date, and reliable view of their customers. This 360-degree view allows marketers to not only identify and target high-value prospects; it gives them the foundation for continued customer satisfaction as their relationship grows with customers after the first conversion. Read Full Article

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