Connecting the Dots: Quantifying Marketing Impact With Cloud-Based Applications

Learn how to quantify marketing impact and improve results.

With over 69 percent of Fortune 1000 companies unable to quantify the long-term impact of their marketing spend (and 63 percent unable to quantify short term impact*) we've got a bit of an attribution problem on our hands.

James McNamara, VP of Strategy, Nielsen Marketing Cloud and Tsvetan "T." Tsvetkov, SVP - Consulting Services, Nielsen discuss how marketers and analysts can apply next generation analytics and attribution solutions to more immediately respond to changes in consumer behavior and improve marketing performance across the board.

*Source: "Companies lack quantitative metrics to demonstrate marketing spend impact," Slide 60, CMO Survey Report: Highlights and Insights,, Feb 2016

Download the presentation slides and view the webinar recording today. You will learn how to:

  • Employ continuous marketing optimization
  • Improve results with closed-loop marketing systems
  • Better align teams around analytics-driven marketing


James McNamara

VP of Strategy

Nielsen Marketing Cloud

James is responsible for driving global client adoption of the Nielsen Marketing Cloud across marketers, agencies, platforms and publishers.  He joined Nielsen through the acquisition of eXelate, where he commercialized its Data Management Platform and Analytics offerings. Prior to eXelate, James spent 10 years in Accenture Strategy where he built the company’s global data monetization practice. This is where he helped marketers and media owners, from Verizon to YouTube, identify new ways to drive revenue growth using first-party data as a strategic asset. He holds a BA and MBA from Duke University.

Tsvetan "T." Tsvetkov

SVP - Consulting Services


Tsvetan “T.” Tsvetkov, Group Vice President – Consulting Services at Nielsen has over 15 years’ experience in marketing modeling and consulting.  T. is responsible for Nielsen’s US Marketing Mix Practice overseeing analytics, delivery, implementation, and ongoing consulting.  He brings experience for clients in the CPG, Technology, Financial Services, Automotive, Beauty, Restaurant, and Non-profit industries.

“T.” received his B.A. in Economics, from the University of Chicago, and his M.A. (ABD) in Economics from Washington University in St. Louis.  As an undergraduate at the University of Chicago, T. was a research assistant for Nobel Laureate Robert Fogel at the Center for Population Economics.

Prior to joining Nielsen, “T.” worked at Kestnbaum Consulting, a pioneer in the field of Direct and Database Marketing Consulting.

“T.” lives in Chicago with his wife and 3 children.







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