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.
Member Only AccessNielsen has issued three versions of their 2022 ROI Report – for advertisers, agencies and media sellers – to help them grow their brands, boost ROI and demonstrate ROI respectively.
This project, the same as this entry’s title, is sponsored by Nielsen and will explore the definition of effectiveness and the expectations senior stakeholders have of marketing effectiveness metrics.
Kevin Whitcher (DISQO) provided an overview of current identifier availability and their use in measuring ad outcomes.
Member Only AccessProving the value of marketing means showing that the investment is paying off in faster business growth. The only number a CEO cares to hear is the incremental growth rate attributable to marketing. The rest is mumbo jumbo.
Creative is the dominant ROI driver across all media platforms according to Nielsen Catalina Solutions: creative 49%, media 36%, and brand 15%. However, creative is challenging to measure. The speakers provided an ABCD insights framework for building effective ads on YouTube based on the key creative elements that drive sales as proven by Google’s partner, Nielsen.
Member Only AccessWhen two industry heavyweights meet and talk about the future of the advertising industry, it’s worth it to stop and listen. Marla Kaplowitz, President and CEO of the 4A’s for the past five years, probed industry issues earlier this month with Philippe Krakowsky, a 20-year veteran of IPG who recently completed his first year as CEO.
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The ARF’s Knowledge Center answered 471 member questions in 2021. These provide good insights into the issues that are most important to our members.
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