data quality

Have We Been Mis-Measuring Basic Demographic and Media Consumption?

• Posted: July 6, 2023

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

• Posted: July 6, 2023

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.

Understanding Consumer Sentiment Towards Data & Privacy in Advertising

• Posted: July 6, 2023

Lucid is a research technology platform that delivers programmatic access to first-party survey data that can be used to drive business initiatives. Using survey-based methodologies to help clients understand the accuracy and effectiveness of their advertising efforts.

 

In her presentation, Bridget Bidlack shared recent research Lucid conducted on consumer sentiment on data privacy as it relates to the concept of a “free Internet” and sharing of data. Although the Internet is “free” to users, there is an inherent quid pro quo requirement: users must view ads and share data to use the Internet, and this “contract” isn’t always transparent.

Building Trust Through Transparency

• Posted: July 6, 2023

In a 2019 Pew survey, 79% of Americans say that they know big companies track their online behavior while 59% say they don’t know how the data is used and have little control over how the data is used. In a 2020 survey, Pew found that most Americans want the right to permanently delete their health related data.

Cookieless Audience Targeting and Attribution: A Pharma Case Study

• Posted: July 6, 2023

While attribution has been around two decades, a great breakthrough for digital, the deprecation of third party cookies is likely to have a significant impact. Options to MTA include: walled gardens, focused on one channel only, and data clean rooms such as those operated by the identity companies. Cleanrooms are data intensive but much better than single channel walled gardens.

MODERATED TRACK DISCUSSIONS: Cross-Platform: Measurement & Identity

• Posted: July 6, 2023

Moderator Jorge (TikTok) asked the panelists three key questions:

• The pros and cons of using mobile phones as meters in a time of such strong privacy concerns;
• The panelists’ views on measurement of advertising effectiveness; and
• The most unexpected feedback they received.

Assuring Research Integrity in Data-Driven TV

• Posted: July 6, 2023

Xandr’s Peter Doe reinforced the omnipresence of bias in TV measurement as he outlined four key areas of bias in assessing DirecTV’s (DTV) set-top box (STB) data for its national data-driven linear TV advertising. Noting DTV’s relatively low sampling size (7M STB homes) has a high level of bias when measuring for national TV viewing, Peter provided a top-line overview of Xandr’s viewership data methodology relevant to advertisers and marketers working with big datasets.

Leading the Next Frontier of Media Disruption

• Posted: July 6, 2023

Scott introduced Marc Pritchard to the ARF stage with a discussion about the most important marketing and advertising measurement challenges in the industry and Procter & Gamble’s priorities in approaching solutions. While the perpetual fragmentation of the media ecosystem is complicating accurate measurement across platforms, advertisers still have the same simple questions, according to Marc. The consumer is the center of it all – how many people are advertisers reaching, how often are they reaching them, and how effective and efficient is the advertising itself?

Cross Channel Measurement in a Time of Data Collection Challenges

• Posted: July 5, 2023

The average home has over 300,000 items, and consumers may be exposed to 6-10,000 ads daily. We need to overcome measurement silos to truly understand what triggers the different paths to purchase for the same products. Third party data sources need to be vetted on their sources and collection techniques, their validation methods and how they help us understand traditional metrics such as recency, frequency and consistency. Loyalty card data can help CPG companies track the 90% of purchases that still occur offline. IRI’s retailer and other partnerships offer a more holistic view of purchase behavior. In a masked case study, COVID reduced linear and cable but increased connected TV viewing, putting a premium on “equity spots” for in-home occasions such as food preparation/consumption. Multi-touchpoint fractional attribution (MTA) can distinguish the impact of creative from other aspects of digital ads.

The 80/20 Challenge: Building a Better Measurement Blueprint

• Posted: July 3, 2023

NBCU’s Kelly Abcarian marshalled the call for revolutionizing opportunities in the measurement space and challenged attendees to drive change by questioning how they consume content, how they connect with that content, and ultimately, why, with current technology’s available options, is measurement still the same.