Although it's still early days in the integration process, Hook said Neustar has a strong playbook for integrations and a solid due diligence process, so she doesn't foresee any surprises.
Neustar claims it is winning more RFPs for its marketing services business, thanks mainly to its customer intelligence and activation products.
"We offer CMOs a comprehensive marketing suite that helps optimize their media spend, deliver relevant offers and measure the performance of these activities," Hook said. "Clients consistently see sales lift from their marketing expenditures."
While Neustar is still building out its measurement capabilities, CFO Paul Lalljie claimed Neustar's marketing hub is differentiated because its platform is more focused on optimizing marketing spend and dollar allocation.
This capability, he claimed, allows CMOs to link "omnichannel" marketing investments to business metrics like sales and profitability, which was among MarketShare's rallying cries when a standalone company.
Lalljie also mentioned Neustar's focus on integrating new data attributes to expand campaign activations, including mobile ad IDs, and political affiliation/TV viewership data.