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C Spire Named Winner of 2014 Marketing Analytics Leadership Award

Analytics increased effectiveness of customer retention campaigns by 50%, drove millions of dollars in incremental margin

NEW YORK – October 17, 2014 – The ANA (Association of National Advertisers) is pleased to announce that wireless service provider C Spire has won the 2014 Marketing Analytics Leadership Award — a $100,000 competition that spotlights companies leading the way in using analytics to improve marketing results and accelerate growth. Runners-up are business communications services provider Citrix and global semiconductor manufacturer Intel. As winner, C Spire will receive $50,000 for the company’s charities of choice, the American Heart Association and Operation Shoestring. Citrix and Intel will each receive $25,000 for charity, Girls Who Code and UNICEF respectively.

Examples of C Spire’s excellence in analytics included:

  • Increasing the effectiveness of customer retention campaigns by 50%
  • Driving upsell campaigns that delivered the equivalent of an additional 3% of sales, with no additional distribution costs or employees
  • Driving millions of dollars in incremental margin annually
    • Roger Adams, CMO, USAA
    • Beth Comstock, CMO and SVP, GE
    • Gayle Fuguitt, CEO & President, ARF
    • Jim Garrity, Founder and CEO, BridgeTwoWorlds, LCC and former CMO Wachovia
    • Kevin Lane Keller, Executive Director of MSI and E.B. Osborn Professor of Marketing, Dartmouth’s Tuck School of Business
    • Gary L. Lilien, Distinguished Research Professor of Management Science, Penn State’s Smeal College of Business
    • Tony Pace, CMO, Subway

“Using next-generation analytics has never been more important for companies to drive better business performance,” said Wes Nichols, CEO of MarketShare, presenter of the award.  “C Spire displayed a highly impressive level of analytical rigor and innovation, which it used to drive outstanding results for the enterprise. The other finalists, Citrix and Intel, also demonstrated exceptional results in this highly competitive and respected industry awards program.” 

Entrants were evaluated by an independent panel of current and former CMOs, top academics and industry leaders. The judges narrowed the pool to three finalists—Citrix, C Spire, and Intel—which they deemed exceptional in areas such as innovative approaches being taken, scientific rigor being applied, and demonstrated impact on the business. C Spire was named winner through a combination of judges’ decision (80% consideration) and open ballot for brand marketers at the ANA’s 2014 Masters of Marketing Annual Conference (20% consideration).

“As marketing organizations look to bring insightful measurement to every facet of their operations and strategy, all three finalists stood out as companies leading the way,” said Bob Liodice, President and CEO of the ANA. “Congratulations to C Spire, and to Citrix and Intel, for their outstanding analytics work.”

Justin Croft, Manager, Brand Platforms & Analytics, C Spire, added: “As analytics takes center stage in marketing, we’re thrilled that our program was selected as a prime example of the new scientific focus within the marketing org. It’s a tremendous honor and we’d like to thank the judges and ANA voters.”

The 2014 MALA judges are:

The award was established in 2013 by the ANA. It is offered in affiliation with The Advertising Research Foundation (ARF) and Marketing Science Institute (MSI), and is presented by leading analytics technology company MarketShare. Advertising Age and Warc are media partners.



About the ANA

The ANA (Association of National Advertisers) provides leadership that advances marketing excellence and shapes the future of the industry. Founded in 1910, ANA's membership includes nearly 630 companies with 10,000 brands that collectively spend over $250 billion in marketing and advertising. The ANA pursues “collaborative mastery” that advances the interests of marketers and promotes and protects the well-being of the marketing community. For more information, visitwww.ana.net, follow us on Twitter, or join us onFacebook.


About the Advertising Research Foundation (ARF)

Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF is dedicated to aggregating, creating and distributing research-based knowledge that will help members make better advertising decisions. ARF members include more than 400 advertisers, advertising agencies, associations, research firms, and media companies. The ARF is the only organization that brings all members of the industry to the same table for strategic collaboration. The ARF celebrates more than 75 years as the industry's authoritative source of advertising knowledge.


About the Marketing Science Institute (MSI)

Founded in 1961, the Marketing Science Institute is a nonprofit, membership-based organization dedicated to bridging the gap between marketing science theory and business practice. With approximately 70 corporate members and a global network of academics, MSI provides a forum for the exchange of ideas and practices that foster marketing innovation.


About MarketShare

MarketShare helps marketers grow revenue.  Combining advanced analytics technology, scientific leadership and deep domain expertise, MarketShare enables large companies to measure, predict and dramatically improve Marketing’s impact on revenue—typically generating a 20%-30% improvement in marketing effectiveness and 3%-4% revenue increase, yielding a 3x-50x first-year ROI. Widely considered the market leader, MarketShare helps direct tens of billions of marketing investment dollars globally. For more information visit www.MarketShare.com.

Media Contacts:

For ANA:

Duke Fanelli

(212) 455-8030

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For MarketShare:

Daniel Kehrer

(310) 721-2330

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Salesforce Brings MarketShare into ExactTarget Marketing Cloud Partner Community, Elevates Multi-Channel Attribution

Los Angeles, CA – September 23, 2014  MarketShare today announced that it has been selected into ExactTarget Marketing Cloud’s partner community network, to provide advanced cross-channel planning and attribution solutions to ExactTarget Marketing Cloud customers.

MarketShare’s technology will help companies apply multi-channel planning and attribution to their marketing and advertising efforts to better understand what’s working, what’s not, and the right amounts to invest to drive engagement, sales and revenue.  The solution will unify data from across the ExactTarget Marketing Cloud to provide true ROI and predictive planning capabilities across all marketing and sales channels.

“Salesforce ExactTarget Marketing Cloud is a leading one-to-one digital marketing platform and we are excited to deliver best-of-breed planning and attribution technology to its clients,” said Jon Vein, Co-founder & CEO of MarketShare. “Our combined solution will empower ExactTarget Marketing Cloud clients to improve marketing allocation and attribution across all channels –online and offline, mobile and in-store – and to help automate campaign planning and course corrections.”

“The future of marketing is connecting with customers in entirely new ways through email, mobile, social, web and even connected products,” said Woodson Martin, chief marketing officer, ExactTarget Marketing Cloud. “Together, Salesforce and MarketShare are bringing solutions to CMOs that better connect those digital marketing channels with sales and revenue growth.” 

As digital channels grow in importance and complexity, marketers need more sophisticated and powerful solutions to identify the most effective channels and content, make campaign course corrections “in-flight” and decipher sometimes conflicting performance reports. MarketShare’s solution, offered through ExactTarget Marketing Cloud, will improve marketing performance and increase sales with email, social and digital media analytics.

“MarketShare’s planning and attribution technology is, hands down, best-in-class,” added Bryan Wade, ‎chief product officer, ExactTarget Marketing Cloud. “It gives marketers a clear understanding of what factors are contributing to success, and which combinations of touch points best deliver revenue. Through our partnership with MarketShare, ExactTarget Marketing Cloud clients will be able to achieve more informed and effective 1:1 marketing than ever before.”

The solution will fill a need for more powerful planning and attribution that includes both online and offline factors, has the ability to measure cross-media impacts and long term consequences, integrate market- and user-level analytics, and can greatly improve overall marketing ROI.

Product Key Benefits

  • Improved measurement of the incremental impact of digital channels and tactics
  • Automated campaign planning and mid-campaign course corrections
  • Greater synchronization between digital and offline media measurement and planning
  • Single source of truth for marketing performance
  • Technology that scales for multi brand and global deployments
  • Understand the potential impact of changes in email, social, display, and online video on financial results, including in-store sales driven by digital marketing
  • Identify the impact of traditional and online media on social performance
  • Understand the amplification effects of earned media
  • Invest the right amount, by media, in advertising to drive social media engagement
  • Allocate the appropriate spend to advertising on various digital channels
  • Optimize campaigns

Sample Insights and Recommendations

Offering Timeline

The solution will be available to ExactTarget Marketing Cloud customers in early 2015.

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About MarketShare

MarketShare helps marketers grow revenue.  We enable large companies to measure, predict and dramatically improve Marketing’s impact on revenue by combining advanced analytics technology, scientific leadership and deep domain expertise. This typically generates a 20%-30% improvement in marketing effectiveness and 3%-4% revenue increase yielding a 3x-50x first-year ROI. We help direct over $100 billion in marketing investments for clients in 45 countries and are widely considered the market leader. For more information visit www.MarketShare.com

ExactTarget, Connections and others are among the trademarks of salesforce.com, Inc.


Abe Mezrich

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(609) 462-2870

MarketShare Names Lucien van der Hoeven EVP for EMEA


LONDON – June 12, 2014 MarketShare announced today that Lucien van der Hoeven has joined the company as Executive Vice President for Europe, Middle East and Africa (EMEA). Van der Hoeven brings an exceedingly strong industry background, having worked in key leadership positions at the global market research firm GfK where he was responsible for the full GfK Panel Services Benelux entities in Belgium and the Netherlands, and as a Board Member of Europanel (a Kantar Worldpanel and GfK joint venture.)

“Lucien’s track record of successfully growing the business and increasing profitability in the European marketplace will be a significant asset to MarketShare,” says Iván Markman, COO. “He joins us at a particularly exciting time as MarketShare continues to grow its EMEA operations rapidly while defining the future of advanced marketing analytics technology and digital attribution.”

Last year, MarketShare was named to the Deloitte Technology Fast 500 list of fastest growing tech companies in North America. “Our industry-leading position drove us to look for someone with exceptional strategic skills and European market expertise,” says Markman. “After an exhaustive search, we were fortunate to find someone of Lucien’s caliber to fill this important leadership team role.”

“Today, major marketing organizations in EMEA are moving aggressively to quantify marketing’s impact on revenue,” says van der Hoeven. “MarketShare’s cloud-based analytics technology is able to provide solutions for top brands at the scale they need to optimize marketing investments on a global basis. I’m thrilled to join the company at this stage in its rapid evolution and expand MarketShare’s leadership position in EMEA.”

In his previous role as Managing Director of GfK Panel Services Benelux, van der Hoeven grew sales from €32 million to €45 million and increased profitability from 8% to about 12% − logging five straight “best years ever” despite the global financial crisis.  As a Board Member at Europanel, van der Hoeven guided many European and global pitches, and implementation of integrated account planning across Europe.

Previously, van der Hoeven was Commercial Director, FMCG Division at GfK Panel Services, Director of HR and Director of ICT at GfK, and Managing Director at CTG Netherlands. He has also been a board member of Aimark, lecturer at TIAS Nimbas Business School, Advisory Board member at University of Tilburg and a lecturer at Avans Business and NHTV Business School, as well as an Advisory Board member of the What’s Going on in Retailing congress.

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About MarketShare

MarketShare helps marketers grow revenue. We enable large companies to measure, predict and dramatically improve marketing’s impact on revenue by combining advanced analytics technology, scientific leadership and deep domain expertise. This typically generates a 20%-30% improvement in marketing effectiveness and 3%-4% revenue increase yielding a 3x-50x first-year ROI. We help direct over $100 billion in marketing investments for clients in 45 countries and are widely recognized as the market leader.


Lynn Schlesinger

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+1 (203) 273-5479



MarketShare CEO to Speak at Jefferies Global Technology Conference

Los Angeles, CA, May 2, 2014 – Wes Nichols, Co-founder and CEO of MarketShare, will speak at the Jefferies 2014 Global Technology, Media and Telecom Conference taking place in Miami, FL, May 6-8. Nichols will discuss the latest innovations in advanced analytics technology that are helping Chief Marketing Officers at Global 1000 companies measure, predict and dramatically improve marketing's impact on revenue.

Ross Levinsohn, Tom Davenport, Pat LaPointe Join MarketShare Advisory Board

Los Angeles, CA, March 31, 2014 – MarketShare today announced three additions to its Advisory Board: Ross Levinsohn, CEO of Guggenheim Digital Media, Tom Davenport, one of the world’s leading authorities on business and marketing analytics, and Pat LaPointe, who has helped engineer MarketShare’s growth as Executive Vice President.

Levinsohn previously served as interim CEO for Yahoo!, EVP and Head of Global Media for Yahoo!, as well as Managing Director of Fuse Capital and President of Fox Interactive Media. Davenport is the President’s Distinguished Professor of Information Technology and Management at Babson College, co-founder of the International Institute for Analytics and a Fellow of the MIT Center for Digital Business. LaPointe, a pioneer in data-driven marketing and analytics, was also Founder & Managing Partner of MarketingNPV, which MarketShare acquired in 2011.

MarketShare Names Brian Bailard Chief Revenue Officer

Los Angeles, CA – March 3, 2014 MarketShare announced today that Brian Bailard has joined the firm as Chief Revenue Officer (CRO). Bailard comes with a wealth of experience building and leading sales organizations for high-growth and disruptive technology companies. At MarketShare, he will be responsible for revenue across all channels worldwide.

“Brian’s track record of successfully building sales organizations, defining strategies and growing revenue will be a huge asset to MarketShare,” says Wes Nichols, Co-Founder and CEO. “He joins us at a particularly exciting time as MarketShare continues to grow rapidly while defining the future of not just advanced marketing analytics technology, but how companies deploy capital efficiently across the entire organization.”

MarketShare Names Simon Heyrick CFO

LOS ANGELES – February 10, 2013 – MarketShare, the company that’s defining the emerging industry of advanced marketing analytics software, announced today that Simon Heyrick has joined the firm as Chief Financial Officer (CFO). Heyrick comes with a wealth of experience in all aspects of finance and accounting and most recently served as Chief Accounting Officer at Green Dot Corp., a Los Angeles-based bank holding company. At MarketShare he will lead all accounting and finance functions, helping ensure the company’s continued financial strength and integrity.

New MarketShare Analysis Reveals Twitter Impact on TV Ads

LOS ANGELES – December 19, 2013 – In an analysis conducted for Twitter, MarketShare – the leader in advanced marketing analytics – has found that TV ads were more effective when combined with Twitter paid advertising for the category examined. This study – which focused specifically on new mobile service subscribers in the UK – found that for mobile carriers, TV advertising generated new customers at an average of $131 each when there wasn’t Twitter paid advertising. But for those carriers combining television ads with Twitter advertising, customer acquisition cost for TV advertising dropped to about $83, a 35% improvement.

“Now more than ever, major brand marketers need to understand the complex interplay between different marketing channels, and online-offline in particular,” says Jon Vein, Co-founder and CEO of MarketShare. “This analysis for Twitter is shedding new light on today’s complex consumer journey and how companies can profit from these insights in an increasingly multi-screen world.”

“We have always believed that Twitter is a powerful complement to television, and this study supports that,” says Adam Bain, President of Global Revenue for Twitter. “MarketShare’s ground-breaking work, using big data techniques and leading edge analytics, helps us quantify how Twitter can be a force multiplier, making television advertising even more effective than ever”.

MarketShare Named One of LA's 10 Hottest Start-ups by Inc.

MarketShare was recently named one of "LA's 10 Hottest Start-ups" by Inc.

After closing our most recent funding round of $38 million, we're looking to push the marketing industry forward.

Congratulations to all the team members who have worked hard to make our company a leader in the marketing analytics space!

Take a look at the rest of the list at Inc.'s website.

MarketShare Named One of LA's 10 Hottest Startups

New Independent Research Report Names Leaders in Marketing Mix Modeling

LOS ANGELES, CA – May 21, 2013 – In a new Forrester Research, Inc. report, MarketShare received the highest scores in all three of the top line categories measured by Forrester’s Wave methodology – Strategy, Market Presence and Current Offering. The report also named MarketShare a leader for the second time in a Forrester WaveTM. MarketShare’s scores emerged from a rigorous evaluation of marketing mix modeling by Forrester that identified the providers that “matter most” and evaluated them against 63 individual criteria.

Webinar to Reveal First Look at Independent Research Firm’s New ‘Marketing Mix Modeling’ Report

LOS ANGELES, CA – May 15, 2013 – A new Forrester WaveTM report on how companies are allocating resources to drive revenue, with a focus on marketing mix modeling, will be explored in-depth in a “first look” webinar scheduled for May 22, at 1pm ET (10am PT). The report is set to be released soon by Forrester Research, Inc. The webinar is sponsored by MarketShare, the leader in predictive analytics for marketers, and will feature a presentation by Forrester, an independent research firm serving global leaders in business and technology, examining the increasing level of sophistication and analytical detail now available to marketing organizations.

New MarketShare Analysis Reveals Impact of Mobile and Video Ads on Brand Sales

LOS ANGELES, CA – May 1, 2013 – Two of today’s most talked about brand advertising categories are mobile and online video. Until now, however, brands have struggled with accurately and definitively measuring the return they are getting on their video and mobile ad spending, and deciding how to best allocate their limited marketing and advertising dollars.

MarketShare, the leader in predictive analytics for marketers, has just completed one of the first in-depth analyses of video and mobile ad effectiveness as part of the larger marketing mix. The study, sponsored by Google, quantifies the relative impact of these digital media across several major industries, including autos (entry level luxury segment), credit cards, cosmetics, auto insurance and smartphones, with implications for many others. MarketShare analyzed vast amounts of data from Google, YouTube, and other syndicated data sources to establish how, at a category level, marketing drives consumers to engage with search, display, video and mobile channels, ultimately influencing their purchasing decisions.