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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How Do You Stimulate Great Creative and Measure It?


At our second annual Creative Effectiveness event, industry visionaries discussed the perspectives, theories, and resources they employ to develop and measure great creative. Attendees joined us in New York City or via livestream to hear fresh insights on the advertising landscape: from using AI as a stimulus for creative to extracting behavioral data and using that to try and inspire creative. Immediately after, we honored the teams behind insights-driven advertising with the ARF David Ogilvy Awards ceremony and dinner. The Gold, Silver and Bronze winners were announced, as well as the reveal of this year’s prestigious Grand Ogilvy Award recipient.

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An Economic Analysis of TV Advertising Profitability

Professor Anna Tuchman of Northwestern’s Kellogg School of Management presented an economic analysis of the effectiveness of a major portion of the U.S. linear television advertising spend, worth $66B in 2019. The study, conducted with Bradley Shapiro and Günter Hitsch of the University of Chicago’s Booth School of Business, investigated the elasticity of actual sales for 288 distinct CPG brands on the basis of brand-specific ad spend as captured by Nielsen store and household panels along with Nielsen Ad Intel data. They used log-log regression and flexible machine learning algorithms. Their goal is to help firms evaluate ad campaign effectiveness with the hope their measurement will help make better ad spend decisions.

Attentive Reach: The Case for Human Attention in Brand Advertising

Realeyes uses software solutions for measuring human attentional and emotional response to advertising. Max Kalehoff explained the importance of attention measurement as a gauge of brand performance. He urged companies, particularly those with latent sales, to incorporate it into their business models.


This live panel featured the presenters from the New Methods to Validate Audience Estimates track, with moderator Megan Margraff of Oracle following up on key points involving alternate data currencies, data harmonization and normalization, fragmentation challenges and advanced targeting in TV and CPG.

Privacy Safe Approach to Ecommerce Audience Quality Measurement

A multi-billion dollar pet food manufacturer analyzed its audience targeting strategy with the goal of ensuring efficient online ad spending, according to Souptik Datta and Zulema Doiny-Cabre of GroupM. The analysis with GroupM evaluated the performance of existing audience segments, pinpointed profiles of high-performing audience segments for additional opportunities and determined the optimal ad impression frequency.

Doldrum of COVID Leads to Breakthrough Creative

In the early stages of the COVID-19 pandemic, PepsiCo embarked on a 21-month research project to find out how the quarantining affected people’s lives. The goal: adapt its brand messaging to the experiences of its core consumers, from both a human and consumption perspective, and then develop new creative. “We know that our primary consumers are really out there,” Kevin Moeller of PepsiCo said, citing data on Pepsi’s core base. “They enjoy letting loose, they don’t like to hold back. They’re people that sing karaoke and cheer at sports events. So how did quarantining impact them?”

Audience Trends for Products With Supply Constraints

IRI’s Michael Tscherwinski addressed the challenges marketers are facing due to supply-constraints and provided a best-practices playbook for unlocking opportunities. IRI’s 2022 outlook on product availability predicts continued challenges. Inflation, supply chain issues, as well as the war in the Ukraine, impact the operations of CPG companies. Category out-of-stock conditions are widespread, and many CPGs are pausing media. However, Procter & Gamble, one of the largest advertisers in the world, stated that it would continue to invest in marketing.