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Neustar Partners With Facebook For Marketing Attribution Analytics

FacebookLikeNeustar, a cloud-based provider of real-time information services, has partnered with Facebook to help marketers understand and improve ROI for their digital campaigns across Facebook, Instagram and Audience Network through advanced attribution analytics.

Neustar’s MarketShare attribution solution analyzes digital campaigns, offline media, customer behavior and non-media drivers, as well as the effectiveness of channel type at different stages of the customer journey. Neustar said it is working with customers to integrate Facebook exposure into their MarketShare advanced attribution models to understand how and where Facebook drives conversions along the customer journey.

The company said its new attribution formula combines a “people-based” approach, along with more traditional cookie- and click-based measurement approaches with a goal of more accurate and complete attribution.

“Marketers who invest in understanding their own customer graph and employ a people-centric view across media, devices and channels are much more likely to drive business results than those who do not,” said Steven Wolfe Pereira, Chief Marketing and Communications Officer for Neustar, in a statement. “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.”