NEW YORK, October 2, 2017 — The ANA (Association of National Advertisers) is launching a new resource designed to help marketers develop and enhance their understanding of data and analytics to fuel insights that foster and speed brand growth. Called the ANA Analytics Center of Excellence (ACE), the initiative was developed in partnership with Neustar.
ACE is intended to be the preeminent provider of thought leadership, educational resources, and tools for cross-channel marketing analytics and measurement. Offerings will include learning and networking opportunities, along with rich content such as white papers and research — both original and resourced — to elevate marketers’ understanding of data and analytics and support the growth of their brand/business.ACE will offer curricula and programs that range from helping marketers become more conversant with data and analytics to keeping those steeped in the subject up to date on evolving trends.
“Our ultimate goal is for the ANA to be the data, measurement, and analytics standard-setting body for marketers,” said ANA CEO Bob Liodice. “Data, analytics, and measurement are fundamental to helping the industry better understand customers and brands to effectively grow businesses, and ACE is about serving marketers’ needs and significantly moving the industry forward. ACE will help marketers identify their data needs, serve as a resource for questions, provide educational opportunities, and encourage knowledge-sharing among peers.”
He added that ACE was created because many marketers lack the understanding to apply data to grow their brands, and don’t have the necessary skills, resources, or backgrounds to effectively utilize sophisticated data in their marketing campaigns — or the tools to measure outcomes. There has been no single resource with the measurement acumen to improve decision-making. ACE is designed to fill that gap, he said.
Julie Fleischer, vice president of marketing solutions at Neustar, said, “Our recent Marketing Accountability Standards research with Forbes CMO Practice confirmed that marketing performance measurement and analytics drive short-term and long-term business value. Marketers who invest more than 10 percent of working media in analytics are three times more likely to beat sales targets by 25 percent or more. The ANA is the leading marketing organization for brand marketers, so it makes sense that they are taking a leadership role in establishing governance, standards, and a curriculum around marketing accountability.”
As ACE evolves through the balance of 2017 and 2018, it will release assessment tools, action plans, playbooks, case studies, white papers, and articles. Supporting these actions are live seminars and presentations, online and in-person training, and webinars. In addition, ACE will establish a committee to provide thought leadership, identify trends, and conduct research on topics such as attribution modeling, cross-platform analytics, and data collection.
The majority of ACE’s assets and capabilities are available only to ANA members, but a limited amount of material will be accessible to the marketing industry at large via the ACE website at https://www.anaace.org/.
ABOUT THE ANA
The ANA (Association of National Advertisers) makes a difference for individuals, brands, and the industry by driving growth, advancing the interests of marketers, and promoting and protecting the well-being of the marketing community. Founded in 1910, the ANA provides leadership that advances marketing excellence and shapes the future of the industry. The ANA’s membership includes more than 1,000 companies with 15,000 brands that collectively spend or support more than $350 billion in marketing and advertising annually. The membership is comprised of more than 750 client-side marketers and 300 associate members, which include leading agencies, law firms, suppliers, consultants, and vendors. Further enriching the ecosystem is the work of the nonprofit ANA Educational Foundation (AEF), which has the mission of enhancing the understanding of advertising and marketing within the academic and marketing communities.
The ANA Analytics Center of Excellence (ACE) is a provider of thought leadership and education about data, analytics, and measurement for the client-side marketer. Created in 2017, ACE is an ANA (Association of National Advertisers) platform connected by Neustar. It was created to meet the growing needs of the marketing community and drive business growth through the understanding and effective use of data, analytics, and measurement.
Every day, the world generates roughly 2.5 quadrillion bits of data. Neustar isolates certain elements and analyzes, simplifies, and edits them to make precise and valuable decisions that drive results. As one of the few companies capable of knowing with certainty who is on the other end of every interaction, we’re trusted by the world’s great brands to make critical decisions some 20 billion times a day. We help marketers send timely and relevant messages to the right people. Because we can authoritatively tell a client exactly who is calling or connecting with them, we make critical real-time responses possible. And the same comprehensive information that enables our clients to direct and manage orders also stops attackers. We know when someone isn’t who they claim to be, which helps stop fraud and denials of service before they’re a problem. Because we’re also an experienced manager of some of the world’s most complex databases, we help clients control their online identity, registering and protecting their domain names, and routing traffic to the correct network address. By linking the most essential information with the people who depend on it, we provide more than 11,000 clients worldwide with decisions — not just data. More information is available at www.home.neustar.