"Marketing Analytics" Articles

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The New TV Measurement Metric: Business Impact

Chris Elliott
by Chris Elliott February 18th, 2015
The New TV Measurement Metric: Business Impact

MarketShare insights in Joanna O’Connell’s recent piece for AdExchanger Research on how digital thinking is changing TV measurement. Read Full Article

Neustar Releases 2015 Media Intelligence Report

Tomás Hernandez
by Tomás Hernandez February 10th, 2015
Neustar Releases 2015 Media Intelligence Report

On Tuesday, February 10, Neustar released its annual Media Intelligence Report. The report delivers authoritative performance data vital to agencies and advertisers alike—along with insightful analysis of the reasons behind the trends. Read Full Article

How Net Neutrality Could Change Marketing Analytics

Haun Li
by Haun Li February 3rd, 2015
How Net Neutrality Could Change Marketing Analytics

Net neutrality could change the game for marketing analytics. Read Full Article

Direct Load is not a Marketing Channel: Attributing to the Right Marketing Drivers

Traci  Lee Chu
by Traci Lee Chu January 27th, 2015
Direct Load is not a Marketing Channel: Attributing to the Right Marketing Drivers

Companies that still use Last Click attribution tend to have a big bucket of revenue attributed to Direct-to-Site (DTS) or Direct Load. The people classified as DTS usually have great conversion rates. Read Full Article

Cross-Device Data Management Platforms as the Unifying Layer in the AdTech Stack

Mano Pillai
by Mano Pillai January 25th, 2015
Cross-Device Data Management Platforms as the Unifying Layer in the AdTech Stack

Marketers are always looking for ways to better target and measure their prospects. To that end, because of the proliferation and fragmentation of mobile devices, marketers increasingly demand the ability to link devices belonging to a single user. As a result, the technology to connect consumer identity across devices is becoming an integral part of effective advertising that targets the right user at the right time across all digital touch points. Read Full Article