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2023 Attribution & Analytics Accelerator

2023 Attribution & Analytics Accelerator

The Attribution & Analytics Accelerator returned for its eighth year as the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. The boldest and brightest minds took the stage to share their latest innovations and case studies. Modelers, marketers, researchers and data scientists gathered in NYC to quicken the pace of innovation, fortify the science and galvanize the industry toward best practices and improved solutions. This content is currently available to event attendees only.

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How Do You Stimulate Great Creative and Measure It?

How Do You Stimulate Great Creative and Measure It?

  • CREATIVE EFFECTIVENESS 2023

At our second annual Creative Effectiveness event, industry visionaries discussed the perspectives, theories, and resources they employ to develop and measure great creative. Attendees joined us in New York City or via livestream to hear fresh insights on the advertising landscape: from using AI as a stimulus for creative to extracting behavioral data and using that to try and inspire creative. Immediately after, we honored the teams behind insights-driven advertising with the ARF David Ogilvy Awards ceremony and dinner. The Gold, Silver and Bronze winners were announced, as well as the reveal of this year’s prestigious Grand Ogilvy Award recipient.

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FORECASTING 2023: Managing Risk — How Businesses Can Get Better Visibility into the Near and Long-Term Future

  • Posted: July 26, 2023

Managing business risk involves having a rational, data-driven view of the future while simultaneously being as prepared as possible for external shocks — from a global pandemic and the ensuing supply-chain disruptions, to inflation, data signal losses, war, and great power competition. At our annual Forecasting event, held virtually on July 18, leading experts shared how businesses can adapt forecasting techniques to manage risk.

How Businesses Can Get Better Visibility into the Near and Long-Term Future

How Businesses Can Get Better Visibility into the Near and Long-Term Future

  • FORECASTING 2023

Managing business risk involves having a rational, data-driven view of the future while simultaneously being as prepared as possible for external shocks — from a global pandemic and the ensuing supply-chain disruptions, to inflation, data signal losses, war, and great power competition. At our annual Forecasting event, held virtually on July 18, leading experts shared how businesses can adapt forecasting techniques to manage risk.

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ATTENTION 2023

  • Posted: July 11, 2023

On June 7, 2023, attention economy experts came together in NYC to share case studies and participate in engaging discussions on the attention measurement landscape. Plus, attendees heard a recap of the issues debated at AUDIENCExSCIENCE and an update on Phase I of the ARF Attention Validation Initiative, an empirically based evaluation of the rapidly developing market for attention measurement and prediction.

MODERATED TRACK DISCUSSIONS: Understanding Audiences

  • Posted: July 10, 2023

In a follow-up discussion for the “Understanding Audiences” track, Havas Media’s Peter Sedlarcik delves deeper into the ways the panelists are measuring for their clients, from the challenges of creating custom platforms and how technology’s rapid advances are affecting how they reconcile data, to balancing rigorous methodology with dynamic measurement approaches.

Finding Mountain Dew’s Sweet Spot

  • Posted: July 10, 2023

LoopMe’s Carlos Cruz and IRI’s Joe Conte review a case study for Pepsi’s Mt Dew using IRI’s real-time deterministic sales data and LoopMe’s in-flight optimization. Highlighting the precision of IRI’s retailer loyalty card data from 117M households (HH), Joe provided background on and execution of the campaign that increased dollars per HH sales lift by 40%. Aligning the right ads at the right time by leveraging IRI’s actual purchase data, Carlos outlined the attributes that drove brand lift and Pepsi’s sales goals to attract new buyers.

MODERATED TRACK DISCUSSIONS: Data Deprecation & Rising Privacy Concerns

  • Posted: July 10, 2023

All agreed that just because something is technically feasible does not mean that it should be done—or will be understood and appreciated by consumers. (Example: Concerns that Amazon’s Echo is always listening in the background.) As alternatives to the current practice of behavioral tracking (with or without consumer awareness and understanding), ask: What are replacement forms of data? How can these be collected? At what cost? How will you activate such data? YouGov’s surveys point to the need to compensate consumers in exchange for their personal data. Next year’s IAB survey can be a “report card” on how well companies are managing this transition.

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