"Measurement and Analytics" Articles

The Science and Art of Brand Growth

Alex LePage
by Alex LePage April 16th, 2018
The Science and Art of Brand Growth

With brands struggling with growth, one of the hot topics at the recent ANA Brand Masters Conference was how to leverage data and gain better insights into the way consumers are thinking. Several brands offered their advice on how they’re using science to create better marketing campaigns. Read Full Article

ANA DAC Solves Marketing's Knowledge Gap

Daniel  Kehrer
by Daniel Kehrer March 27th, 2018
ANA DAC Solves Marketing's Knowledge Gap

The ANA Data Analytics Center (DAC), connected by Neustar, helps brand marketers improve their measurement efforts, featuring education, thought leadership and training tools that range from foundational basics to advanced methodologies. Learn how you can get involved. Read Full Article

The Marketer’s Paradox: If My ROI Is Going Up, Why Are My Sales in Decline?

Julie Fleischer
by Julie Fleischer March 26th, 2018
The Marketer’s Paradox: If My ROI Is Going Up, Why Are My Sales in Decline?

If you’re a marketer and you’re seeing a better return on your investment, but sales are going down, you might be wondering what’s going on. One reason is the rising cost of advertising, but you might also be using a flawed analytics model. There is a better way. Read Full Article

Your Marketing Measurement Plan Is Broken — 4 Steps to a Unified Analytics Fix

Marc Vermut
by Marc Vermut March 21st, 2018
Your Marketing Measurement Plan Is Broken — 4 Steps to a Unified Analytics Fix

As advertising has become relentlessly omnichannel and people-based, many brand marketers have found that their analytics have failed to keep up. Here are 4 steps you can take to move toward a unified analytics approach and start reaping the rewards. Read Full Article

Three Winning Plays for Marketing Measurement Madness

Julie Fleischer
by Julie Fleischer March 14th, 2018
Three Winning Plays for Marketing Measurement Madness

The odds of picking a perfect basketball tournament bracket are 128 billion-to-1. Fortunately for marketers, advanced analytics gives you far better odds of picking the right metrics to understand and engage with your customers. Read Full Article