Neustar, Facebook Team Up on Analytics

Sterling-based Neustar has entered a partnership with Facebook under which it will provide advanced analytics to help marketers better understand the performance of digital campaigns.

Integrating the Neustar MarketShare models allow advertisers to better understand how Facebook drives conversions and also to predict future marketing performance. The system takes into consideration both the offline marketing tactics and the non-media drivers—such as weather patterns, economic indicators—to help clients examine the value of their digital marketing performance.

“In a world where brands need to connect both online with offline, understanding how to build a connected customer experience across people, places and things is more complex than ever,” stated Steven Wolfe Pereira, Neustar’s chief marketing and communications officer. “With the proliferation of devices, the fragmentation of media, and the dizzying amount of content consumers are exposed to, it is no wonder marketers struggle to accurately identify their customers, measure, and optimize the effectiveness of their marketing campaigns. We are thrilled to be partnering with Facebook to improve how marketers build connected customer experiences as we continue to drive the next generation of advanced attribution solutions forward.”

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