$100,000 Marketing Analytics Leadership Award Kicks Off for 2014

NEW YORK--()--Following the highly successful launch of the inaugural Marketing Analytics Leadership Award in 2013, the ANA (Association of National Advertisers), the ARF (Advertising Research Foundation) and the MSI (Marketing Science Institute) announced today that the prize money in this year’s competition will increase to $100,000.

The Marketing Analytics Leadership Award was created to spotlight the value of advanced analytics for measuring and optimizing global marketing investments. Participation is free. The winning company along with two runners-up will share in a $100,000 prize pool to donate to their favorite charities, making it the richest award in the world of marketing analytics. The award is once again presented in partnership with the marketing analytics firm MarketShare. Advertising Age joins as a media partner.

“As more and more major brands embrace advanced analytics, we will continue to recognize and celebrate those who truly understand where and how their investments are creating financial value for the business. We’re delighted to expand the program for 2014, and to continue our partnership with ARF, MSI and MarketShare to put this excellent work on the grand stage for the entire marketing community to see,” said Bob Liodice, ANA President and CEO.

The 2013 winner of this first-of-its-kind award for outstanding leadership in applying analytics to successful marketing programs was USAA. ”We are honored to be recognized for our achievements using sophisticated modeling techniques to make smarter business decisions. Our culture of leveraging analytics to evaluate the effectiveness of all our marketing efforts has had a significant impact on our bottom line,” said Roger Adams, CMO of USAA. USAA donated its $50,000 prize to the Fisher House Foundation, which provides support to families of service members hospitalized for a combat injury or illness.

“The ARF is proud to be part of the Marketing Analytics Leadership Award, and I am personally excited to once again be a judge,” said Gayle Fuguitt, CEO & President of ARF. “The award program aligns perfectly with our mission to improve the practice of advertising, marketing and media research in pursuit of business growth,” she added.

“As a judge and partner of the award program this year, I’m really looking forward to getting a close-up look at some of the best practices for bringing marketing science to generate significant business results,” said Kevin Lane Keller, Executive Director of MSI and E.B. Osborn Professor of Marketing at Dartmouth’s Tuck School of Business.

“We were extremely impressed by the rigor and strategic use of analytics that last year’s entrants demonstrated during the competition,” said Pat LaPointe, EVP at MarketShare. “The independent judging panel of world-class experts was hard pressed to select only one winner from such high-quality entries. As marketing organizations adopt analytics technology and apply increasingly innovative approaches, we expect even more advanced competition this year.”

The independent judging panel for the 2014 Awards program includes:

  • 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

“That data is there, we can synthesize it, analyze it and take action in ways we couldn’t even imagine two years ago. I hope this award program inspires more companies to find competitive advantage in the numbers,” said Tony Pace, CMO of Subway. “It’s working for us at Subway,” he added.

“New marketing channels, devices and technologies have made it much more difficult to know where you get the best returns on your investments. However, innovations in data management and smart math can deliver a very clear picture of how campaigns will likely perform before they are even launched,” said Beth Comstock, CMO and SVP of GE and 2014 judge. “At GE, that’s really powerful information which impacts the bottom line,” she added.

“Research across industry sectors shows that organizations that have sophisticated analytics programs in place have a clear competitive advantage,” remarked Gary L. Lilien, Distinguished Research Professor of Management Science at Penn State’s Smeal College of Business. “I am pleased to be on the judging panel this year and look forward to seeing how the methodologies and innovations, many of which were developed by academics like me, are used in practice today,” he added.

Submissions will be accepted starting April 1, with the deadline of July 15. Special competitive advantages are available for companies that register early and submit materials before the end of May.

Finalists will be announced at the ANA Measurement conference in New York City during September. The winner will once again be selected at the ANA Masters of Marketing Conference in front of an estimated crowd of 2,500 senior marketers on October 17 in Orlando. Full details on the award program can be found at www.AnalyticsAward.com.

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 more than 565 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, visit www.ana.net, follow us on Twitter, or join us on Facebook.

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 is an analytics company that enables businesses to grow efficiently by uncovering which actions really drive results. Founded in 2005, MarketShare has a track record of groundbreaking innovations in data, modeling and software, and has worked with over half of the Fortune 50. MarketShare's platform provides a combination of technology, data, modeling and business intelligence solutions that lead to improved decision-making, next-generation attribution and optimization for businesses. The company is headquartered in Los Angeles, with offices in San Francisco, New York, London, Tokyo and Bangalore. For more information, visit: http://www.marketshare.com; follow us on twitter @MarketShareCo.


Lynn Schlesinger, (203) 273-5479

Release Summary

Following the 2013 launch of the Marketing Analytics Leadership Award, ANA, ARF, MSI and MarketShare kick off the 2014 program with more recognition and double the prize money.


Lynn Schlesinger, (203) 273-5479