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How Changing Privacy Frameworks Are Affecting Marketing & Measurement

  • ARF Research Initiatives

A growing number of privacy regulations and data deprecations are creating a highly complicated landscape for marketers to maneuver through. To help us better understand how these forces affect marketing and marketing effectiveness measurement, the ARF recently gathered a group of experts on privacy-related topics from both practitioner and academic backgrounds, to discuss the key issues and outline ways forward. This report is the result of that effort. It includes an overview of the latest privacy-related macro-trends, implications for marketing and measurement and actionable recommendations.

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Better Attribution Research

This year’s Attribution & Analytics Accelerator event again focused on the science of marketing performance measurement. Experts presented and discussed insights from attribution studies, how to use marketing mix models, experiments and in-market testing, as well as new developments such as AI.   Read more »

Attribution & Analytics Accelerator 2022

The boldest and brightest minds joined us November 14 - 17 for Attribution & Analytics Accelerator 2022—the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. Experts led discussions to answer some of the industry’s most pressing questions and shared new innovations that can bring growth to your organization.

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A Guide to Validating Marketing Performance Models

Over the last dozen years, marketers have seen numerous analytical models surface to help guide data driven decision-making. Yet, many remain unsure of how trustworthy such models are. That’s why the Attribution Working Group of the ARF Cross-Platform Measurement Council put together this guidebook to help arm all stakeholders with a basic understanding of marketing performance model validation issues. This paper includes a set of considerations and questions that encourage and facilitate dialog between end clients and model providers about the performance of marketing performance models.

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FORECASTING 2022: How Can Scenario Planning Improve Agility in Adjusting to Change?

On July 12, 2022, forecasting, and product experts shared frameworks and strategies for participants to consider as they plan amid disruptions in the industry. Presenters discussed techniques marketers could use to drive consumer action and advocacy — as well as econometric models for search trends, insights on holistic analytics programs, reflections on gold standard probability methods — and new forecasting techniques in the wake of the pandemic and more.

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  • Article

Bridging the Gap Between Linear and Digital Measurement

Integrating linear TV in cross-platform measurement was a challenge undertaken in a partnership between Lucid and Samba TV utilizing ACR (automatic content recognition) and STB (set-top box) data matched to survey responses. Stephanie Gall (Lucid) and Karen Biedermann (Samba) shared details on the inherent problems, potential solutions and biggest learnings from this integration.

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  • Article

Understand the Impact of Your TV Viewing Data Source

In his quest to understand and solve the challenge of "cross-screen measurement, John-Michael Del Valle of LiveRamp addressed the question, "How can I understand my media plan, where those impressions are landing and how do I get the full picture?" In addressing this and other related questions, the speaker examined combining ACR and STB data as a method to produce an all-encompassing way to measure ad lift on linear television.

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