Improving Market Mix Models for Better Forecasts
At our recent event, presenters focused on the limits of marketing mix models (MMM), as well as solutions to overcome their limitations to improve forecasts.
data quality
How to Define and Measure Attention
As part of its Attention Measurement Validation Initiative, the ARF has issued a comprehensive literature review. Read more »
- Research & Data Quality
- Article
The Other Thread: The Debate About Cross-Media Deduplication
On June 28, media research pioneer and journalist Bill Harvey sent excerpts of his latest Media Village article to several of the industry’s leading media researchers. That article was entitled: Cross-Media Duplication Must Be Rigorously and Empirically Determined. What followed was a robust intellectual debate that outlines where the lines are drawn in the industry as far as whether virtual IDs (VIDs) can overcome issues of privacy and still provide an accurate account of campaign cross-platform duplication. We now share this jaunty and insightful exchange with our members.
Member Only AccessFORECASTING 2023: Managing Risk — How Businesses Can Get Better Visibility into the Near and Long-Term Future
Managing business risk involves having a rational, data-driven view of the future while simultaneously being as prepared as possible for external shocks — from a global pandemic and the ensuing supply-chain disruptions, to inflation, data signal losses, war, and great power competition. At our annual Forecasting event, held virtually on July 18, leading experts shared how businesses can adapt forecasting techniques to manage risk.
The Value of Offsite Data
SPONSORED BY META
A new report by Meta explores the value of offsite data to advertisers in an evolving digital ad ecosystem.
- Past Event Highlights
- Article
How Businesses Can Get Better Visibility into the Near and Long-Term Future
Managing business risk involves having a rational, data-driven view of the future while simultaneously being as prepared as possible for external shocks — from a global pandemic and the ensuing supply-chain disruptions, to inflation, data signal losses, war, and great power competition. At our annual Forecasting event, held virtually on July 18, leading experts shared how businesses can adapt forecasting techniques to manage risk.
Member Only AccessTHE LAST WORD: Wednesday
There was a combination of both upbeat and downbeat takeaways from the anchor commentators on the last day of the conference.
IAB State of Data Initiative 2020
The IAB Programmatic & Data Center examined the impact of the loss of third-party cookies and identifiers on the digital advertising ecosystem, particularly on brands and publishers. This report measures the industry’s sense of preparedness, expectations for revenue and data-driven tasks, and progress into leveraging first-party data. Two studies were executed, conducted by Ipsos and McKinsey, surveying and interviewing key data leaders across categories.
Have We Been Mis-Measuring Basic Demographic and Media Consumption?
Inaccurate responses to basic demographic and media consumption questions asked in surveys are very problematic, since these responses form the bedrock data points for all demographic research and media consumption measurement.
Jon Puleston analyzed some of the reasons why respondents are not truthful in surveys and the challenges raised. As a result of inaccurate respondent responses, the industry has been mis-measuring basic demographics and media consumption for decades.
Infrastructure Evolution for Next Generation Market Research
Microsoft’s goal was to create a solution to bring independent data sources together. Their database contains 2+ years of data on millions of Microsoft’s identified customers, usage across 10+ core consumer products, and revenue (both direct and indirect, across these products). This database is also GDPR compliant. Protecting this data is a priority.
Raj Mann reviewed the evolution of Microsoft’s infrastructure. In the past, research was slower due the need for a lot of data manipulation and quality control challenges. The investments have increased extensibility of data and removed obstacles that prevented data access for researchers and improves collaboration. Microsoft’s infrastructure investments resulted in a 70% reduction in time for data analysis on the 600 studies Microsoft conducts annually.