"Marketing Analytics" Articles

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New Media Effectiveness Study Reveals Digital Tops TV in Movie Marketing Mix

Dori Fern
by Dori Fern December 17th, 2018
New Media Effectiveness Study Reveals Digital Tops TV in Movie Marketing Mix

The results of a Neustar media mix effectiveness study for movie marketers show that digital media is more efficient and effective in the overall advertising mix than was previously believed. Read Full Article

Deterministic vs. Probabilistic: A Case of Mistaken Identity

Michael  Schoen
by Michael Schoen December 3rd, 2018
Deterministic vs. Probabilistic: A Case of Mistaken Identity

It’s time to start looking at explicit and implicit signals to get an accurate identity picture of your customers that not just a cookie, a mobile device ID or an email address. Read Full Article

How to Figure Out Identity Resolution Once and for All

Michael  Schoen
by Michael Schoen November 26th, 2018
How to Figure Out Identity Resolution Once and for All

Understanding the difference between deterministic and probabilistic data is key to truly knowing who your customers are. But those terms express value judgments and marketers should think of them as explicit and implicit data instead. Read Full Article

Announcing the 2018 ANA Genius Award Winners for Data and Analytics Excellence

Jason Masini
by Jason Masini October 26th, 2018
Announcing the 2018 ANA Genius Award Winners for Data and Analytics Excellence

The winners of the 2018 ANA Genius Awards include Cisco Systems, Diageo, Fossil Group, Nationwide and Scotts Miracle-Gro. Each brand had shown outstanding work in the field of marketing data and analytics. Read Full Article

It’s True: Brands With Advanced Analytics Culture Report Better Business Results

Marc Vermut
by Marc Vermut October 26th, 2018
It’s True: Brands With Advanced Analytics Culture Report Better Business Results

Neustar is excited to release the findings of our 2018 study with Forrester in partnership with the ANA - via the Neustar-powered Data Analytics Center (DAC) – that verifies that brands with an advanced analytics culture report higher ROI, revenue, and marketing efficiency. Read Full Article