The Event Experience and The Bottom Line: An analytical approach informs outcomes

This article details the winning case study of the Excellence in Analytics-Driven Strategy award category from the 2015 Genius Awards.
2015 ANA Genius Awards

The Event and The Bottom Line: An analytical approach informs outcomes

SAP Genius Award Winner: Excellence in Analytics-Driven Strategy

In 2013, the analytics software provider MarketShare (now a Neustar Solution1) created an awards program to emphasize the importance of connecting marketing to actual business results. The Genius Awards2since have become a window into the fast-evolving world of marketing analytics, where the data scientist’s everyday job is to find measurable answers to the question, “What really drives sales, and how can brands make marketing...

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