Does Advertising Affect a Company’s Stock Price?

In this thought-provoking analysis, researchers from Boston University and UCLA delve into over 250 journal studies to decode the intricate relationship between advertising and corporate stock prices. Their findings illuminate how strategic advertising efforts not only captivate consumers but also sway investor sentiment, bolstering stock market valuations.

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2023 Attribution & Analytics Accelerator

The Attribution & Analytics Accelerator returned for its eighth year as the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. The boldest and brightest minds took the stage to share their latest innovations and case studies. Modelers, marketers, researchers and data scientists gathered in NYC to quicken the pace of innovation, fortify the science and galvanize the industry toward best practices and improved solutions. Content is available to event attendees and ARF members.

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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.

Marketing Measurement in the Pandemic Era–Navigating to Success

At this ARF Insights Studio, OptiMine provided attendees with real-world findings and success stories from large brands. Matt Voda, CEO, and Dr. Robert Cooley, Ph.D., CTO & Chief Data Scientist, detailed how they’ve navigated rapid budget adjustments, huge channel shifts, optimal timing of spend changes and outlined how to remain invested in marketing during budget pressure. Insights on key pitfalls to avoid, techniques to exploit and how to adapt during what is likely to be a very bumpy “recovery” were also shared.

Evidence-Based Research for Effective Marketing

On November 9, 2022, industry leaders joined us to share highlights from EffWorks Global 2022 — a week-long celebration of the best new thinking and evidence-based decision-making research for marketing effectiveness. Topics of discussion included: marketing in the post-Covid economy, effective advertising in unprecedented times, the value of Share of Voice/Share of Attention/Share of Search in terms of effectiveness and commercial decision making, and more.

Optimizing TV Promotion with Data, a Case Study with Warner Bros. Discovery

Warner Brothers Discovery (WBD) worked with Civis Analytics (CA) to optimize their TV programming promotions over 30 U.S. networks that premieres dozens of seasons annually across a diverse linear TV portfolio. Max Schuman explained how CA’s approach blended classic marketing mix model (MMM)’s regression models with machine learning’s (ML) ability to discern relationships that best predict outcomes humans can’t see easily. With a custom model that was able to guide decision-making on several levels—what TV series to promote, how and where to market, and what ROI to expect—WBD used CA’s platform as a starting point for all media decisions throughout the full funnel, inclusive of owned and paid media.

Audi Switzerland Integrates Attention Metrics & AI into Programmatic Bidding to Drive Business Outcomes

Zach Kubin of Adelaide began the session by explaining how reach has become increasingly fragmented. Digital, viewability and ACR tell an incomplete story, which makes it difficult to assess the quality of the media brands are buying. Adelaide combines all the available metrics into their own algorithm, which they call the Attention Metric (AU). Filip Pujic of Audi gave details from the car company’s use case, where it integrated AU using Adelaide’s algorithm into programmatic bidding, driving positive business outcomes. Audi will conduct a follow-up study to validate the results they have received.