The Effectiveness Of All Advertising Impressions vs. Only Viewable Impressions: An analytics model
Genius Award Winner: Pioneering Analytics Innovation
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 ANA Genius Awards2 since 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 and advertising more effective?”. Genius Award winners are recognized for producing some of the most innovative and powerful work in marketing analytics.