Citrix, C Spire and Intel Named Finalists for 2014 Marketing Analytics Leadership Award

Honored companies are placing marketing analytics at the heart of the enterprise

NEW YORK – September 23, 2014 – The ANA (Association of National Advertisers) is pleased to announce three finalists for the 2014 Marketing Analytics Leadership Award (MALA), a $100,000 competition created to spotlight the value of advanced analytics for measuring and optimizing global marketing investments. The finalists are mobile workspaces leader Citrix; diversified telecommunications and technology services company C Spire; and computing and communications component company Intel. The winner will receive $50,000 to go to the company’s charity of choice, and each runner-up receives $25,000 for charity.

“Today’s most successful marketing organizations are embracing sophisticated analytics to an unprecedented degree,” says Bob Liodice, President and CEO of the ANA. “They’re using data not only to drive the bottom line, but to address their organizations’ most fundamental challenges and opportunities. All three finalists are outstanding examples of just how powerful that new approach can be when executed thoughtfully and effectively.”

Entries were evaluated by a distinguished panel of current and former CMOs, leading academics and industry leaders. The judges deemed the marketing analytics programs underway at Intel, Citrix and C Spire exceptional in areas such as clarity, relevance and magnitude of the marketing question being addressed, innovative approaches being taken, scientific rigor applied in the approach, and demonstrated impact on the business, among others.

Roger Adams, a MALA judge and CMO of last year’s award winner, USAA, says, “These three brands have masterfully applied analytics to answer their businesses’ most important questions. And because they’ve elicited the highest level of participation from internal teams, they’re able to use the science to spark growth across the entire enterprise. It’s a science-meets-business approach that’s truly worked for USAA. I’m thrilled to see it put to use at these forward-thinking brands as well.”

The finalists were publicly recognized at ANA’s inaugural Masters of Measurement Conference on September 23rd in New York. The winner will be announced on October 17th at the ANA’s 2014 Masters of Marketing Annual Conference in Orlando. Brand marketers at the conference will have a chance to vote for their preferred nominee as part of the final selection process.

The 2014 MALA judges are:

  • 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

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, visit, 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 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. 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

Press Contacts:

For ANA:
Duke Fanelli
(212) 455-8030

For MarketShare:
Abe Mezrich
(609) 462-2870