What Is Marketing Analytics?
What Is Marketing Analytics?
11 PagesNeustar’s white paper explains how advanced marketing analytics help brands connect campaigns to outcomes. It distinguishes marketing analytics from basic web analytics and introduces two key tools: Multi-Touch Attribution (MTA) and Marketing Mix Modeling (MMM). MTA gives credit across all customer touchpoints for short-term insights, while MMM offers long-term strategic planning. Neustar’s unified approach blends both to optimize spend, improve ROI, and predict outcomes. These tools help marketers understand audience behavior, refine messaging, and track performance across channels to drive smarter, data-backed decisions.
