Liodice: Nuestra meta máxima es que ANA fije los estándares en datos y mediciones
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’s 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.
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