• by Tobi Elkin  @tobielkin, September 22, 2016

Real-time information services provider Neustar on Thursday announced a partnership with Facebook to launch advanced marketing analytics functions. The new capabilities will allow Neustar to implement so-called “people-based measurement,” which aims to help marketers better understand digital campaign performance.

Neustar’s integration with Facebook is designed to help marketers better understand Facebook, Instagram, Facebook Audience Network (FAN) digital campaign attribution metrics. Marketers will be able to combine these results with their marketing mix modeling to understand the impact of their marketing efforts offline and online.

Neustar is working with advertisers to integrate Facebook exposure into advertisers’ Neustar MarketShare attribution models. The goal is to help advertisers gain deeper insights into how Facebook spurs conversions along the customer journey and across mobile, desktop, and other devices, and also to predict future marketing performance. The approach augments the cookie- and click-based approaches by deploying a people-based measurement approach which results leads to more accurate and complete attribution.

Neustar offers both multi-touch attribution and marketing mix modeling. It will use its Neustar MarketShare product to  “enable advertisers not only to see the impact of their ads, but also what channels will yield the most returns based on past performance,” Iván Markman, the company's general manager, marketing services,  told Real-Time Daily via email.

In addition, proprietary propensity models offer clients an indicator of how likely it is for a customer to purchase a certain product or service in response to marketing activities.

The Neustar MarketShare advanced attribution solution takes into consideration both the offline marketing tactics and the non-media drivers such as weather patterns, economic indicators, etc.  Neustar said that as the offline and online marketing worlds become even more entertwined, marketers will need an authoritative identity framework, that collects and connects, in real time, all the identifiers associated with a consumer in order to get a comprehensive view of consumer engagement across all channels.