What do leaders in advertising think about the latest trends, news and issues affecting the industry? Join us as we “grab a minute” with some of the smartest minds in the business to hear their thoughts on the state of marketing and media—and where it's headed. Come back throughout the year for exclusive backstage video interviews from Ad Age conferences.
Information is power. Advertisers have always known this but have been limited in the amount and scope of customer data they can access. With U.S. online and mobile ad spending projected to grow from $36.8 billion in 2013 to $62.8 billion in 2017, according to eMarketer, it’s becoming even more crucial to allocate advertising dollars more effectively—data allows marketers to do that. In this section, learn more about how data shapes decisions, why marketing and IT must become a cohesive team and how customers and prospects benefit when everything comes together
Which channels drive the most impressions, clicks and conversions relative to cost? Which campaigns are more likely to drive impressions? Which ones are more likely to drive action? Download this 22-page white paper to find out more about the state of the marketing industry. You’ll learn why it’s important to get data out of silos—a problem faced by about 86% of marketers—as well as which channels are best for reaching consumers and how data can improve marketing and advertising efforts across the board.
Technology gives marketers access to data that used to be out of reach. But marketing can’t glean that information without a little help from IT. Download this white paper to learn how to find data and build a repository for it. In addition, you’ll discover why marketing and IT must become a team, viewing results together so they can learn from them and incorporate them into the campaign life cycle.
Despite an overwhelming amount of information available, measuring the value of advertising on digital media channels is complex and challenging - especially in terms of making the connection back to the actual sale. In this white paper based on an exclusive Neustar-Ad Age survey, marketers talk about the state of attribution and where it's headed.
As Ken Barbieri, director of market development at Neustar, explains, marketers know that data can be used to engage consumers in a more effective way in social media and in other digital marketing venues. One of the most effective methods for doing this is by taking online consumer interactions and linking them with offline marketing data. Click to watch this video and learn more.
You may be reaching your audience, but are you providing a compelling, high-performance online experience to keep them engaged? Click here to learn more about a new report commissioned by Neustar and written by consulting firm Forrester Research that explores the relationship between marketing and IT, and why it’s crucial for the two to align their outlooks, priorities and investments.
Today's marketers are discovering that while reaching an audience online is important, it's really only half of the battle. The other half is providing a compelling, high-performance online experience that keeps customers engaged after you've found them. According to a new Forrester Research report commissioned by Neustar, the key to success is for your IT and marketing teams to align their outlooks, priorities and investments. Here are five key takeaways from the paper, available to download in full here:
The report recommends that marketing and IT agree to put customers first. To make that vision a reality, these sometimes reluctant partners must share objectives and rewards, including common success metrics and KPIs. By taking these practical steps, the teams can create web experiences that power higher growth.
Mark Jackley is a Senior Copywriter, Product Marketing for Neustar Enterprise Services.
He can be reached at email@example.com.
The right data can make a difference in a company’s bottom line. Download this Neustar infographic to learn how marketers can use data to reduce the cost of brand engagement by 53% and boost response lift by 70%, among other data-driven factoids.
For one wireless carrier, finding the right areas to expand its wireless retail presence required understanding which areas were underserved and which had the greatest potential for growth. Blending customer data and other metrics helped the company achieve a number of goals as well as exceeding its sales forecast.
Looking to learn more about how information and analysis can help you grow your business strategically?
Click the following links to read research, stories and commentary from Ad Age:
The Direct Marketing Association says companies depend on consumer data for marketing but need to do a better job keeping it safe.Read more
Data, loyalty programs help keep customers engaged and happy. Here’s why.Read more
Who owns customer data and what’s the best way to monetize it? Here’s how companies are maximizing the value of the information.Read more
Companies often use too little data, which leads to customer frustration and dissatisfaction. Click through to find out what consumers are looking for and how companies can improve their marketing programs.Read more
Want to learn more about Neustar? Click here to read more about our marketing platform, PlatformOne™, and our customer and media intelligence solutions.