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Standard Life chooses Neustar MarketShare for attribution analytics and marketing planning

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Standard Life has selected Neustar MarketShare to help assess the effectiveness of its marketing spend across online and offline activities, measured over both short and long-term periods. 

Neustar says MarketShare will enable Standard Life to evaluate and understand the true value of its marketing spend.

Standard Life was looking for a partner that could not only deliver quality attribution modelling, but also help it embrace predictive analytics for its planning decisions. Based on the success of a pilot program, Standard Life chose Neustar MarketShare for its market-leading analytics suite. The ability to do total budget planning and allocation, on top of campaign-level attribution and course-correction, is unique to the MarketShare solution.

Howard Barber, head of CRM and analytics at Standard Life, says: “We are committed to being a data-driven organisation, and chose the MarketShare solution because we believe it is the best in the market. The MarketShare DecisionCloud and the Neustar team have enabled us to incorporate analytics into our marketing planning in a holistic way and helped us to manage spend more effectively to know how the mix of marketing activities is contributing to the effectiveness of our campaigns. Partnering with Neustar enables us to move to a lead-based organisation and make the brand more visible to customers.”

Standard Life decided to use MarketShare’s omnichannel solution, MarketShare DecisionCloud, to get a complete picture of its marketing investments across online and offline attributions and enable it to understand the value of and plan for the placement of every pound spent in its campaigns.

Ian Robin (pictured), head of client services EMEA at Neustar, says: “Marketers are looking for ways to make themselves heard above the competition in the online and offline landscapes. By incorporating attribution models and predictive analytics for planning through our MarketShare DecisionCloud, Standard Life will be able to see how much value each pound it spends delivers back to the company and use that to make effective marketing decisions.”

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