"Marketing 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

​Marketing Mix Modeling and Multi-Touch Attribution: Just One is Not Enough

Haun Li
by Haun Li March 17th, 2016
​Marketing Mix Modeling and Multi-Touch Attribution: Just One is Not Enough

MarketShare offers a simple primer on marketing mix modeling, multi-touch attribution, and how the two work together to help brands make more effective decisions. 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

Marketing Performance Measurement: A Q&A with Forrester Research

Tomás Hernandez
by Tomás Hernandez March 9th, 2016
Marketing Performance Measurement: A Q&A with Forrester Research

Marketing measurement no longer hinges entirely on the customer’s last touchpoint. Nowadays, marketers seek a more sophisticated and nuanced approach to measurement—one that provides them with a unified view of customer interactions and enables them to develop complex cross-channel analytics. Using such an approach, marketers can hone their personalization efforts and ultimately engage more deeply with their customers. To provide a better understanding of marketing performance measurement, 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

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