leveraging data

NYCU: AUDIENCExSCIENCE 2020 – Keynotes & Interviews on Today’s Most Challenging Issues

  • Posted: September 17, 2020

AudienceXScience: Keynote – Collecting Data During a Global Pandemic (Monday – 9/21/20)

With the arrival of the COVID-19 pandemic, the US Census Bureau’s leadership had to think outside the box. Learn how the agency modified its work, all while maintaining operations, releasing data products and continuing to serve the data-user community during this unprecedented time.

Dr. Ron Jarmin – Deputy Director and COO, U.S. Census Bureau
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Unified Measurement Showcase (Event Summary)

Unified Measurement Showcase (Event Summary)

  • Alice K. Sylvester
  • LEADERSHIP LAB

The ARF’s Cross-Platform Measurement Council Attribution Working Group, chaired by Helen Katz of Publicis, issued invitations to many marketing mix and attribution modelers to share blinded case studies involving unified measurement. The goal was to see unified measurement in action, to see the scope of the analyses and the business results associated with the tool. The Cross-Platform group reviewed submissions and selected six companies to present their case studies. Editor’s Note: The full report is available to members only.

Member Only Access
The Myth of Targeting Loyal, Niche Audiences

The Myth of Targeting Loyal, Niche Audiences

  • Harsh Taneja (University of Illinois at Urbana-Champaign)
  • JOURNAL OF ADVERTISING RESEARCH

With unlimited consumer choices in the digital marketplace, advertisers often turn away from websites with mass appeal and toward niche outlets, for their small, but potentially loyal audiences. Such a strategy is actually unwise, diminishing reach, according to evidence from a study analyzing double-jeopardy effects in digital media usage.

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