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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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.
Member Only AccessA new analysis of data from the ARF’s DASH study shows how the choice of research methods can have a significant impact on findings.
A new study by Meta concludes that changes in how data is used in online advertising can have a significant negative impact on the effectiveness of digital ad campaigns. This research can help us understand what work the industry can prioritize to help advertisers in a privacy-conscious environment.
An ARF event presented by the LA Media Research Council on June 15 focused on the Council’s priority issues: better data on viewers’ use of media and platforms, the growth of streaming, content discovery and promotion. Read more »
A recent ARF Research Leadership Committee meeting focused on the ARF’s Research program for 2022. Here are the highlights.
While a recent ARF survey documents the rising interest in attention metrics among marketers, a new report reminds us that “attention” comes in different shapes – which have different outcome implications.
Several industry organizations – the ARF’s subsidiary CIMM, the ANA and the 4A’s — are working together to navigate and support the transition to a multi-currency TV market. Read more »
Programming researchers are not getting the data they need to make informed decisions and Joan FitzGerald (Data ImpacX) uses streaming’s complex ecosystem to explain the conundrum facing programmers. Key insights into monetization and performance are not supported despite the inundation of new forms of data, leaving programmers without a comprehensive picture of their audience. Together with Michael McGuire at MSA, Joan outlined a methodology funnel that combined 1st, 2nd and 3rd party data to create equivalized metrics that, once leveraged, could meet critical programming research demands.
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