Neustar, Inc. (NSR), a trusted, neutral provider of real-time information services, announced a new advanced marketing analytics partnership with Google. As a Google Marketing Mix Model launch partner, Neustar will help marketers more accurately analyze how their marketing investments are driving sales and help them optimize their advertising spend across multiple brands, channels and regions. This turnkey analytics offering will give marketers a better understanding of how their marketing investments on Google and other publishing platforms are affecting business results.
The Neustar MarketShare marketing mix models will now be able to incorporate an advertiser’s Google ad expenditure data, as well as indexed search query volume, for analysis among their other mix variables. For instance, advertisers with a portfolio of brands who are interested in understanding the effectiveness of their marketing spend across channels and regions can run spend shift simulations straight from the Neustar MarketShare analytics application. As a leader in the Forrester Wave™: Marketing Measurement and Optimization Solutions, Neustar MarketShare helps advertisers focus on making better business decisions on how best to invest their next marketing dollar and provides them with deeper insights into how their Google ad investments are driving conversions along the customer journey. As a Google launch partner, Neustar’s award-winning MarketShare advanced analytics solutions are designed to uncover the real drivers of ROI and help forecast future marketing performance.
The Neustar MarketShare Marketing Planning and Allocation solution offers advertisers a guide to budgeting and planning decisions, as well as trade-off scenarios for allocations – predictively – across products, markets, segments and channels. It takes into consideration both the offline marketing tactics and the non-media drivers (e.g. weather, economic indicators, competitor actions, etc.) in order to help clients examine the true value of their digital marketing performance. Marketers can build an optimal marketing plan to boost their revenue and more accurately allocate their marketing resources, course correcting to improve ROI. The Neustar MarketShare next-generation tool for unified marketing impact analytics keeps pace with the rapidly changing marketing landscape to assure that marketers are maximizing their business results and proving marketing’s contribution to revenue at every opportunity.
Neustar is also a neutral data onboarding partner for Google, helping advertisers upload their first-party data directly into Google DoubleClick in order to reach those always-connected customers across screens, channels and formats. In addition, Neustar participates in the Google Customer Match Uploader (CMU) program, which allows advertisers to target advertisements against their own first-party data directly in AdWords.