forecasting
- Analytics & Data Science
- Article
People’s Performance Goals Shape Their Use of Predictive Algorithms
This study presents a framework for understanding people’s use of predictive algorithms, emphasizing their role as tools designed to support human decision-making. It argues that users’ performance expectations are a primary driver of their decisions to adopt these algorithms. By reviewing and reinterpreting the literature through the lens of laypeople’s performance expectations, the study aims to clarify why some algorithms are accepted and others are rejected. It concludes by suggesting avenues for designing algorithms that better meet users’ expectations, enhancing their usability and acceptance.
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- Research & Data Quality
- Article
Marketing Analytics Accelerator: 2024
The Marketing Analytics Accelerator – the only event focused exclusively on attribution, marketing mix models and the science of marketing performance measurement – returned for its ninth year on November 13. The industry’s boldest and brightest minds joined us in NYC to share their latest innovations and case studies that will improve your business outcomes.
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- Research & Data Quality
- Article
Forecasting 2024: Overcoming Data Limitations and Enhancing Model Performance
Forecasting is a valuable tool to help businesses reduce risk and operate more effectively and efficiently. At FORECASTING 2024, leading practitioners and academics shared how they are building forecasting models to understand purchase journeys, the impact of major events on businesses and how brands can reach buyers amidst the lack of first-party data.
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- Research & Data Quality
- Article
Validation of Performance Measurement Models
On October 19, 2022, the ARF Cross-Platform Measurement Council brought together a panel of performance marketing experts to discuss the importance of model validation. Attendees gained a greater understanding of why it’s important, all the ways it can be done, the various types of validation methods, as well as how to implement the results. Jim Spaeth (Partner, Sequent Partners) moderated an insightful discussion with experts Ron Berman (Assistant Professor of Marketing, Wharton Business School), Elea Feit (Associate Dean of Research and Associate Professor of Marketing, Drexel University’s LeBow College of Business), and Sachin Puri (Chief Marketing Officer, WP Engine).
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