"Measurement and Analytics" Articles

What Does It Mean to Be a Marketing Analytics Genius?

Jason Masini
by Jason Masini June 8th, 2017
What Does It Mean to Be a Marketing Analytics Genius?

The extended deadline to submit an entry for the 2017 ANA Genius Awards is fast approaching on June 16. This is the final submission call for the most prestigious award in marketing analytics. Read Full Article

Unified Marketing Impact Analytics: A Q & A with Forrester Research

MarketShare
by MarketShare February 28th, 2017
Unified Marketing Impact Analytics: A Q & A with Forrester Research

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. 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

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