data analytics

Advertising Effectiveness: Performance Measurement in the New World of Privacy and Tools

  • Posted: October 13, 2023

On July 26, measurement practitioners discussed how to adapt to this new era of privacy with tools for measuring ad performance effectiveness. Panelists explored new considerations for existing methods, such as marketing mix modeling (MMMs) and multi-touch attribution (MTAs), and discussed the pros and cons of various privacy enhancing technologies (PETs), including multi-party computation, clean rooms, and more.

Data Pooling could Reinvigorate Online Display Ads

Data Pooling could Reinvigorate Online Display Ads

  • MSI

Buying online display ads in bulk through online exchanges makes it difficult to ascertain the effectiveness of such ads, a situation that’s less than ideal. This is especially true for new websites. One proposed solution is to pool data across advertisers and publishers. Doing so while running matching simulations can substantially improve the welfare of such ads for advertisers, publishers and networks, too.

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MSI Blue Ribbon Report Preview Charts the Future of MMM

MSI Blue Ribbon Report Preview Charts the Future of MMM

  • MSI

The practice of marketing mixed modeling (MMM) is increasing, research finds, partially because of the implementation of privacy restrictions. Today, finding appropriate providers to optimize marketing investments remains challenging. This was the impetus behind the Marketing Science Institute (MSI)’s Blue Ribbon Report on MMM. This free preview of the full white paper outlines what best practices to employ in a rapidly changing landscape. It identifies challenges for MMM veterans and ways to meet them. It also introduces executives to the opportunities that exist when introducing MMM into their firm. The report preview provides a brief overview of the top-level findings found in the full report, which is only available to MSI members.

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Striking a Balance: Privacy, Personalization & Profit

Striking a Balance: Privacy, Personalization & Profit

  • TOWN HALL

Modern digital privacy laws, while well-intentioned, carry significant unintended consequences. On September 12, industry experts joined us for a virtual Town Hall and discussed the unintended consequences of privacy regulations on marketers, consumers, the industry and society—as well as shared actionable strategies that can be used to mitigate their impacts.

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AI, Chatbots and Market Research

  • Posted: August 10, 2023

While the impact of AI and chatbots on advertising is widely discussed, there has been less focus on their role in marketing research. MSI events and an MSI working paper have addressed the issue and reached noteworthy conclusions. Read more »

What are the Drivers Behind Metric Use in a Global Setting?

What are the Drivers Behind Metric Use in a Global Setting?

  • MSI

Marketers are under increasing pressure to be accountable for their actions. Using metrics is a big part of how they justify their decisions across the organization. Increasingly, firms are becoming global entities. Yet, there is little to no research looking into what drives metric use across countries. Researchers in this study analyzed over 4,000 marketing mix decisions in 16 countries. Their report offers important insights for top executives who want to understand what is driving downstream managerial metric use.

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