"Marketing Analytics" Articles

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It's Time For The CMO And CFO To Get Connected: BFFs Of The C-Suite

Steven Wolfe Pereira
by Steven Wolfe Pereira January 6th, 2017
It's Time For The CMO And CFO To Get Connected: BFFs Of The C-Suite

Today's executives know they need to be collaborating more. This is especially true for the CMO and CFO. A new Forrester survey highlights the need for continued collaboration between these two leaders. 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

​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