CIMM Summit Measurement Initiatives
At this year’s CIMM Summit, insights from several CIMM initiatives to improve measurement will be unveiled.
leveraging data
FORECASTING 2023: Managing Risk — How Businesses Can Get Better Visibility into the Near and Long-Term Future
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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How Businesses Can Get Better Visibility into the Near and Long-Term Future
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.
Member Only AccessATTENTION 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
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
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
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.
Building a Cross-Device, Multi-Source, & Verified Behavioral Data Exchange Tool
The presentation shared YouGov’s research behind building a cross-device, multi-source, and verified behavioral data exchange tool. The research tackled the following problems:
- How can they increase transparency around data and content insights across SVOD, AVOD, and entertainment sources while preserving user privacy? Then, how can they make it global?
- How can they enrich YouGov’s Signal’s existing trove of data that they collect across the entertainment world with deeper and more accurate viewership while simultaneously helping their clients stay ahead of changing regulation?
- How can they empower their 14 million-plus panelists to take control of their digital assets?
IAB State of Data Initiative 2020
The IAB Programmatic & Data Center examined the impact of the loss of third-party cookies and identifiers on the digital advertising ecosystem, particularly on brands and publishers. This report measures the industry’s sense of preparedness, expectations for revenue and data-driven tasks, and progress into leveraging first-party data. Two studies were executed, conducted by Ipsos and McKinsey, surveying and interviewing key data leaders across categories.
Understanding Consumer Sentiment Towards Data & Privacy in Advertising
Lucid is a research technology platform that delivers programmatic access to first-party survey data that can be used to drive business initiatives. Using survey-based methodologies to help clients understand the accuracy and effectiveness of their advertising efforts.
In her presentation, Bridget Bidlack shared recent research Lucid conducted on consumer sentiment on data privacy as it relates to the concept of a “free Internet” and sharing of data. Although the Internet is “free” to users, there is an inherent quid pro quo requirement: users must view ads and share data to use the Internet, and this “contract” isn’t always transparent.