ANA DAC Solves Marketing's Knowledge Gap
Despite years of increasing emphasis on the importance of measurement, marketers still struggle to get it right.
Marketing departments lack transparency and accountability. Functional siloes thwart measurement efforts. Marketers don’t know what to do with all the data at their disposal and focus on the wrong metrics.
Acing analytics, it turns out, is tougher than many companies thought.
For CMOs, the stakes are high, and rising. A 2017 study that surveyed over 800 CMOs found that the highest performers (those exceeding growth plans by more than 25%) are also the most highly focused on data and measurement. The Marketing Accountability report, done in collaboration with the Forbes CMO Practice and Neustar, shows that measurement-focused CMOs are far more confident in their media allocation decisions.
An Important Marketing Measurement Resource
Mounting pressure to quantifiably prove value has left marketers hungry for an authoritative resource that informs and inspires them to be smarter about marketing measurement. It also revealed a gap in unbiased education, thought leadership, training as well as recognition for achievement in marketing measurement, data and analytics.
The Association of National Advertisers (ANA) Data Analytics Center (DAC), connected by Neustar, was launched last year to change all that. As ANA CEO Bob Liodice said in his opening remarks at today's ANA Brand Masters Conference, about why Neustar was the logical partner for DAC:
"This is a data and measurement company that is going to allow us to take the lead in bringing together for our marketers the data and insights and commonality they so need."
DAC has a singular mission: to be the preeminent thought leadership and educational platform devoted exclusively to marketing measurement, data and analytics for brands. It’s part of a larger ANA effort to create governance, standards, accountability, curriculum, and training for the advertising industry.
Our vision for DAC is to provide a comprehensive marketing measurement knowledge base and tool set that can re-energize growth, advance analytical capabilities and establish measurement standards that point the way forward.
DAC-originated content ranges from foundational basics to advanced methodologies, and everything in between. The website (DAC.marketing) is the focal point of a rich and ever-growing source of content, including articles, videos, case studies, interactive tools, FAQs, research results, best practices, and more. And all of it is devoted exclusively to helping brands better understand and apply marketing measurement.
Key foundational topics covered include:
And DAC videos feature top brand marketers discussing their measurement approaches, challenges and successes.
Upcoming DAC offerings include training and educational workshops, roundtables, webinars and other events. And the DAC Index, to be introduced later this year, will provide a self-assessment tool for benchmarking a company’s marketing analytics maturity.
Getting Involved with DAC
The ANA DAC initiative fills an informational void and holds great promise for helping marketers drive growth through measurement. But it's just getting started. Here are two ways you can help shape DAC as it builds for the future:
- Suggest topics for DAC articles or other content types. What do you see as the most pressing marketing measurement information needs and challenges?
- Let us know which content types and channels are of most interest: Articles? Videos? Live training events, workshops and webinars? Online, on-demand training? Surveys and research reports? Interactive tools? Others?
Email us your ideas and suggestions (to: firstname.lastname@example.org). Tweet to @DACmeasurement.