A Guide to Validating Marketing Performance Models

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.

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Top Trends in Data and Analytics for 2022

Research and advisory company Gartner shared their insights on top trends in data and analytics technology and practices. These can help anticipate change and transform uncertainty into opportunity, driving new growth and increasing efficiency, resilience and innovation. Read more »