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From Brilliant to Actionable
Rafael Alcaraz – Director, Advanced Analytics, The Hershey Company
Steve Cohen – co-Founder, In4mation Insights
It Takes Constant Questioning and Technical Brilliance to Achieve Truly Actionable Marketing ROI. This presentation describes the collaboration between Hershey’s and In4mation Insights to revolutionize how marketing ROI is modeled and how its results are spread throughout an organization. Their collaborative development of new Bayesian statistical methods, and scalable and speedy software have produced a marketing-enterprise-wide simulation model.
Beyond Fans and Tweets: Measuring ROI of Social Media
Craig Stacey - Director of Research, Center for Measurable Marketing, New York University
With the rapid growth of social media platforms, it has become common to incorporate social media data into marketing mix analysis. This data has typically been related to the level of activity (i.e., fans, likes, tweets) and perhaps the sentiment of the posts. In this study, we move beyond Facebook “likes”, brand mentions on Twitter, and online sentiment to measuring the context of the online dialogue about the brand as well.
Join our Forum Leaders as they call out the challenges facing marketing accountability:
Experiments Add Greater Measurability for Advertising Sales Effects
Speaker: David Reiley - Principal Research Scientist, Yahoo!
Reiley will discuss new methods for combining controlled experiments with new technologies for tracking individual sales and advertising exposure. The result – you overcome causal-inference problems common in advertising-effectiveness research.
Mission: To accelerate the advancement of marketing accountability by developing: a framework, a set of broadly accepted definitions, and an industry supported, integrated research paradigm that combines modeling, measurement and experimentation. Rapid changes in consumer usage of media, and marketers expanded array of Mar-Com tools, demand that accountability be established for both short-term and long-term profitability, and that measurement processes become more dynamic and adaptable.
A diverse community of research partners shared responsibility to increase clarity around “what are we measuring” and “how our metrics relate to shifting consumer behaviors”; consequently, this Forum must provide more than guidance, it must lead in developing consistent definitions, demonstration projects, and sharing of learning through consortium research.
Member Needs: The primary role of advertising and emerging media is to efficiently and effectively sell products and services. Accountability metrics and practices (e.g. ROIs/paybacks) should reflect business needs, and adapt as they do. The growth in consumer touchpoints, together with the multiplicity of creative messaging variants across those touchpoints, demands at once more comprehensive and flexible analytic approaches, and more rigorous measurement and management processes. Today, new data sources abound along with an explosion of analytic tools, but efforts to apply them seem to lack coordination and coherence.
AMAP Goals: The Forum will seek to accelerate learning through development of marketing accountability test beds and collaborative reinvention of mental models and measurement methods. Forum participants will identify and promote new analytic approaches, experimental designs and organizational processes, that offer multi-scale (ability to be applied across a wide range of business sizes, geographies, etc.) and multi-platform solutions.
To accelerate the advancement of marketing accountability by developing: a framework, broadly accepted definitions, and an industry supported, integrated research paradigm that combines modeling, measurement and experimentation. A diverse community of research partners share responsibility to increase clarity around “what are we measuring” and “how our metrics relate to shifting consumer behaviors;” consequently, we must provide more than guidance, lead in developing consistent definitions, demonstration projects, and sharing of learning through consortium research.
ARF Forum sessions are closed, member only sessions and cannot be covered by the press without prior approval from the ARF President and CEO. Learn more about the benefits of ARF membership.
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