identity resolution
- Past Event Highlights
- Article
Harnessing the Superpower of Personalization in a Privacy-Safe World
Michael Tscherwinski – Principal, Media, Circana
Gregory Younkie – Sr Data Scientist & Data Strategy, Kraft Heinz
Michael Tscherwinski (Circana) and Greg Younkie (Kraft Heinz) explored how personalization of quality data can take performance up to the next level and shared learnings from a two year journey that found personalized impressions supported by the right data can drive stronger impact. Kraft started with its CRM recipe-focused data and grew it 17% with sweeps and games. Its in-house consumer insights platform, Kraft-O-Matic, had three core competencies with its consumer database incorporating 1P (first-party), 2P (second-party) and 3P (third-party) data, insights and analytics and agile marketing. Using identity resolution to match 1P data to devices and content, and enriching 3P data to create high-value audiences, Kraft then activated personalized marketing campaigns with speed to capture engagement and ROAS. Driving 1P acquisition, data enrichment, more personalized activation and uplift measurement resulted in a 93% lift in ROAS impact and secured an increase in media spend from leadership.Key Takeaways
- Enriching datasets with demographics, psychographics and purchase-based data powered their modeling for different machine learning techniques across the consumer funnel from awareness to performance marketing.
- Within CPG, purchase-based data proved to be the best predictor of future performance.
- Utilize HH transaction-level to enable more sophisticated media approaches and get deeper insights about your consumers.
- Select the right clean room partner for your goals.
- Past Event Highlights
- Article
AUDIENCExSCIENCE 2023
The ARF hosted its annual flagship conference, AUDIENCExSCIENCE 2023, on April 25-26, 2023. The industry’s biggest names and brightest minds came together to share new insights on the impact of changing consumer behavior on brands, insights into TV consumption, campaign measurement and effectiveness, whether all impressions are equal, join-up solutions across multiple media, the validity, reliability and predictive power of Attention measures, targeting diverse audiences, privacy’s effect on advertising and the impact of advertising in new formats. Keynotes were presented by Tim Hwang, author of Subprime Attention Crisis, Robert L. Santos of the U.S. Census Bureau, Brian Wieser of Madison and Wall, LLC and Andrea Zapata of Warner Bros. Discovery.
Member Only AccessHow Viewers Keep Changing…and Churning
In our last issue, we featured insights from an LA Media Research Council event on recent research insights. This issue of NYCU presents a summary of new studies and media experts’ conclusions regarding 2023 priorities. Read more »
Member Only AccessARF 2023 Preview
Here are highlights from the ARF, MSI and CIMM’s plans for 2023. Read more »
Member Only AccessImproving Research Quality Standards
The Media Rating Council (MRC) is known for audits and accreditation work to secure valid, reliable and effective media measurement. However, a large portion of their efforts are focused on developing and updating measurement standards. Read more »
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- Research & Data Quality
- Article
Attribution & Analytics Accelerator 2022
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.
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