"Measurement and Analytics" Articles

Marketing Performance Measurement: A Q&A with Forrester Research

MarketShare
by MarketShare February 29th, 2016
Marketing Performance Measurement: A Q&A with Forrester Research

Marketers today seek a nuanced approach to measurement—one that provides a unified view of customer interactions and develops complex cross-channel analytics. Read Full Article

Customer Journey Analytics: A Q&A with Forrester Research

MarketShare
by MarketShare February 23rd, 2016
Customer Journey Analytics: A Q&A with Forrester Research

Exploring the world of customer behavior, emotion, perception and motivation to reveal how brands can understand their customers and enhance their path to purchase journey. Read Full Article

Four Ways You’re Misreading Your New Holiday Customers

John Wallace
by John Wallace December 17th, 2015
Four Ways You’re Misreading Your New Holiday Customers

I hope this year’s holiday sales drive scores of new customers to your brand. But as the holiday season comes to a close and you step back to analyze your efforts—to understand who your new customers are and what channels and tactics drove them to you—you may want to take a moment to reassess your assumptions. If you’re like many marketers, you could be operating under the influence of four common misperceptions of who holiday customers are and the value they deliver. Read Full Article

4 Ways You’re Misreading Your New Holiday Customers

John Wallace
by John Wallace December 14th, 2015
4 Ways You’re Misreading Your New Holiday Customers

Common misconceptions about the Lifetime Value of holiday shoppers versus the benefits of off-season and remarketing for new customer acquisition. Read Full Article

Analysis: To Drive Ticket Sales for Action Films, How Should Studios Allocate Their Marketing?

Haun Li
by Haun Li December 5th, 2015
Analysis: To Drive Ticket Sales for Action Films, How Should Studios Allocate Their Marketing?

MarketShare and Google have partnered to understand how TV, digital, and other forms of advertising can impact action films in the box office. Read Full Article