Neustar Announces New MarketShare Advanced Attribution Solution for Facebook
- by Radu Cotarcea
Neustar has announced a new advanced marketing analytics partnership with Facebook meant to provide a "people-based measurement partnership" which "will help marketers better understand the effectiveness of their digital campaigns and drive greater returns from their marketing investments."
The company’s new Neustar MarketShare advanced attribution solution will allow advertisers to "gain deeper insights into how Facebook drives conversions along the customer journey and across mobile, desktop and other devices, but also how to predict future marketing performance to drive better business outcomes and return on investment (ROI)." According to the company, it "takes into consideration both the offline marketing tactics and the non-media drivers (e.g. weather patterns, economic indicators, etc.) in order to help clients examine the true value of their digital marketing performance."
Steven Wolfe Pereira, Chief Marketing and Communications Officer at Neustar, commented: "In a world where brands need to connect both online with offline, understanding how to build a connected customer experience across people, places and things is more complex than ever. With the proliferation of devices, the fragmentation of media, and the dizzying amount of content consumers are exposed to, it is no wonder marketers struggle to accurately identify their customers, measure, and optimize the effectiveness of their marketing campaigns. Marketers who invest in understanding their own customer graph and employ a people-centric view across media, devices and channels, are much more likely to drive business results than those who do not. We are thrilled to be partnering with Facebook to improve how marketers build connected customer experiences as we continue to drive the next generation of advanced attribution solutions forward."