Bridging MMM and MTA for Better Marketing Outcomes

The ARF’s DATAxSCIENCE event focuses on how marketers can solve the attribution puzzle – whether selling directly to consumers or through retail channels:

• What are best practices for ensuring that the data inputs are good enough to fit the purpose?
• What strategies have worked for integrating top-down MMM with bottom-up MTA?
• What questions do you need to ask vendors to make sure you understand (and can explain to others) the logic of the analytic models?
• What do research and analytics staffs need to do to ensure the right data are collected and integrated into workflows and processes?

Take the plunge into a one-day immersion on how successful companies are putting data at the center of marketing operations in order to solve the puzzle of marketing attribution.

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SPECIAL BREAKFAST: 8:30 – 9:00am
Women in Analytics breakfast co-created with WIRe

A Snapshot of a Path, Plan & Project
Cassandra Rowe shares how her professional journey led her to Pinterest and why a mixed method – qualitative and quantitative – approach drives business value.
Cassandra Rowe – Manager, Global Growth & Brand Research, Pinterest

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9:30 – 9:40am
Opening Remarks
Scott McDonald, Ph.D. – President & CEO, ARF

9:40 – 10:10am
How I Mastered the Anatomy of Marketing Analytics and Became a Better Marketer
Blinded by the bright, shiny promise of real-time tactical optimization, some marketers have lost their way. Attribution fueled tactical excellence is valuable. But delivering sustainable, profitable growth through smart branding and marketing strategy requires more. Hear the story about marketers who are integrating attribution within a more complete marketing analytics tool kit to drive business performance.
Jim Spaeth – Partner, Sequent Partners
Alice Sylvester – Partner, Sequent Partners

10:10 – 10:30am
Is Your Marketing Measurement Giving You Mixed Messaging?
Many advertisers are using marketing measurement solutions that are not aligned with a single view of their customers and wind up with conflicting measurement as well as inefficient and costly marketing decisions. How can you get past having a disjointed view of the customer by using a unified analytics approach that leverages advanced identity resolution? How can you ensure your people-based marketing is actually reaching the right people?
Marc Vermut – Vice President, Marketing Solutions,  Neustar

10:30 – 10:50am
A Question of Value: Validating Digital Audience Quality to Launch Winning Campaigns
Billions of dollars are spent on digital audiences each year. And with heightened focus on consumer privacy and relevance, there’s an increased need for transparency and validation. But how can you ensure audiences “are what they say they are” to deliver content to the right people and drive the most value in your campaign? How can you deliver high-quality audiences and drive towards a shared understanding of standards that empower stakeholders and foster accountability?
Robin Opie – GVP of Data Science, Oracle Data Cloud

10:50 – 11:10am
What Can Go Wrong in Digital Marketing and How to Fix It
Are cross-platform measurements enabling cross-platform targeting? Are your ads reaching the right people? Are advertisers testing the accuracy and efficiency of their models and targets? Are advertisers integrating MMM with MTA? Where they are still separate, how is each used and how often? How do these issues relate to Walled Gardens? What solutions are in sight?
Robin Opie – GVP of Data Science, Oracle Data Cloud
Marc Vermut – Vice President, Marketing Solutions, Neustar
Moderator: Paul Donato – Chief Research Officer, ARF

11:10 – 11:30am
Morning Break

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11:30am – 12:00pm
Calibrating MMM and MTA with Experiments
The process of calibrating MMM/MTA with experiments combines the broad view and granularity of observational modeling with the methodological rigor of experiments, increasing the degree to which these observational methods can accurately recover the true incremental impact of marketing. Hear about different approaches to calibration and review an applied example of how calibration has been used by advertisers in market.
Andrew Hakanson – Marketing Science Partner, Facebook
Sophie MacIntyre – Ads Research Lead, Facebook

12:00 – 12:30pm
A Way Forward: Why the Future of Attribution Looks Bright
News headlines trumpet the death of attribution from data reconciliation issues, walled garden blind spots, the collapse of third-party tracking, and more. While multi-touch attribution is complex, it’s the only technique that provides insights at the speed and granularity required to make tactical, in-flight optimizations and curate the consumer experience. This session maps out a way forward amid a changing ecosystem, and explains why the rewards of multi-touch attribution are well worth the effort.
Lana Busignani – EVP, US Analytics, Nielsen

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LUNCH: 12:30 – 1:30pm

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1:40 – 2:10pm
Adapting to a Leaner Data Environment
What do privacy legislation such as CCPA and GDPR mean for the data environment? What will be the impact on media allocation in MTA models given anticipated changes in the availability of identity data? The ARF’s Cross-Platform Measurement Council’s Attribution Working Group performed a data loss experiment and will share the results.

Vijoy Gopalakrishnan – SVP/Principal, Product Development/Data Analytics, Media Center of Excellence, IRI
Nancy Smith – President/CEO, Analytic Partners
Moderator: Paul Donato – Chief Research Officer, ARF

2:10 – 2:40pm
Evolving MMM in a More Privacy Friendly World
Privacy is changing the way we think about digital measurement and increasing pressure on MMM to deliver more granular insights, faster. How can MMM embrace the nuances of digital? How can advertisers surround their MMM with additional data and insights to drive better business decisions.
Stephen Mangan – Product Strategy Lead, Google

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2:40 – 3:00pm
The Brand Value Imperative in a Hyper-Transactional Marketing World
In the era of Big Data, does Brand Value matter anymore? Isn’t Brand Value just a soft estimate that doesn’t really factor into business planning and investment decisions made based on hard numbers? Learn about the new ISO requirement of annual Brand Valuation as part of a recently unanimously approved Global Brand Evaluation Standard. What are emerging best practices for measuring Brand Value and actions for accountable organizations?
Tony Pace – President/CEO, MASB

3:00 – 3:20pm
Afternoon Break

3:20 – 3:50pm
“Long” Term Marketing ROI: Measuring Perception Pathways
We ask advertising to carry a great deal of impact with our customers . . . influencing purchase decisions in the short-term, creating brand identities and lasting perceptions for the long term. How can we leverage primary market research with traditional marketing information to better understand the impacts of marketing spend?
Rob Graves – Director Marketing Research and Data Science, Microsoft

3:50 – 4:20pm
Mind the Gap: MMM and Other Models
Given the pitfalls of attribution being too ‘short-term,’ hear Diageo’s POV on measurement and evaluation. How do they organize people, processes and tools? How do they bridge the gap using traditional MMM in conjunction with modeling using data at the zip-code level as opposed to MTA?
Chris Cable – Director, Insights, Analytics & Strategy, Diageo

4:20 – 4:50
Measurement That’s Just Right
Lift. Multi-touch Attribution. Marketing Mix. There is plenty of industry buzz right now around the need for more unified marketing and media measurement but confusion remains around what that means exactly. The big question marketers continue to grapple with is how the nature of consumer behavior, such as offline conversions and in-store conditions, impact a holistic model that provides the complete view needed to improve campaigns and accurately measure ROI.
Sarah Darilmaz – Head of Audience Capabilities, Annalect
Vijoy Gopalakrishnan – SVP/Principal, Product Development/Data Analytics, Media Center of Excellence, IRI
Cole Strain – Head of Measurement Solutions, Partner Measurement, Pinterest

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4:50 – 5:00pm
CLOSING REMARKS
Scott McDonald, Ph.D. – President & CEO, ARF

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5:00 – 6:00pm
COCKTAIL RECEPTION