marketing analytics

FORECASTING 2022: How Can Scenario Planning Improve Agility in Adjusting to Change?

  • Posted: June 14, 2023

On July 12, 2022, forecasting, and product experts shared frameworks and strategies for participants to consider as they plan amid disruptions in the industry. Presenters discussed techniques marketers could use to drive consumer action and advocacy — as well as econometric models for search trends, insights on holistic analytics programs, reflections on gold standard probability methods — and new forecasting techniques in the wake of the pandemic and more.

The Power of Creative Data: Insights & Applications from 1 Trillion Ad Impressions

  • Posted: June 13, 2023

In this session, Anastasia Leng of CreativeX argued that marketing and creative have the power to change things. In the face of an increased ad pool, which has gone up 6x in the last 20 years, ads now have a smaller shelf-life and need to be created in a more customized manner. In large part, technology has created this challenging landscape in marketing and advertising, but technology can now also help to address these new challenges. She pointed to computer vision technology which can help by supplying data created from “micro-feedback,” by clustering this information and fusing this feedback to create more useful macro-data to base decisions on.

Mentoring Meet-up — Three Leaders, Three Stories

  • Posted: June 8, 2023

At our first ARF Women in Analytics Mentoring Meet-Up of the year, we heard from three industry trailblazers on the “what”, “why” and “how” of their careers. Colleen Funkey of The Estée Lauder Companies, Gloria Cox of The Cambridge Group and Renata Policicio of WarnerMedia reflected on their unique journeys and shared the steps they took and lessons they learned. From what inspired them to originally go into market research to how they now navigate their careers at a senior level, speakers gave attendees advice on what they can do to ensure their careers are satisfying and successful. Attendees also participated in small breakout groups with the speakers to connect, ask questions and share their own personal reflections.

Measuring Customer Sentiment 101

  • Posted: June 7, 2023

On October 11, 2022, Stephanie Scalice, Winner of the 2022 ARF Great Mind Awards Young Pro of the Year Award and Senior Market Research Manager at LinkedIn, led the ARF Young Pros through a deep dive into NPS, CSAT and CES—the three most used metrics by modern businesses to better measure and understand customer satisfaction. Attendees learned more about what each metric is, when and how to implement it, real life applications of these tools and more.

Measuring Campaign Incrementality Using Both First Party And Third-Party Identifiers

  • Posted: June 5, 2023

Hong Zou of Adobe talked about how they measure campaign incrementality and ROI using both first-party and third-party identifiers. Their method was born in 2020, out of the need to refocus from lower funnel marketing campaign performance to upper funnel performance. Adobe matches one group of people exposed to the campaign with a look-alike group who were not exposed. Since all other attributes are the same, any differences can be attributed to the campaign itself.

Panel Discussion

  • Posted: June 5, 2023

Carl Mela (Duke University) helmed a panel of the day’s presenters to further review the “vanguard work of MMM in 2022.” Granularity inspired the most debate among the panelists, with other topics including causality, cadence of modeling vs. decision-making, false trust in priors, marketing mix model (MMM)’s worst mistakes and lack of precision, and methods for long-term ROI and branding meriting discussion.

How Cox Communications Leveraged Next Generation Measurement to Drive Organizational Change and Prepare for Uncertainty

  • Posted: June 5, 2023

Analytic Partners’ Trent Huxley interviewed client Mallory Fetters of Cox Communications on the telecom’s marketing measurement strategy. Dealing with constantly evolving challenges, both common and specific to its industry, Mallory expanded on how data deprecation, shifting consumer media behaviors, demand for faster speeds and growing consumer choice and competition rapidly accelerated Cox’s learning curve.

Navigating Through Uncertainty with Next-Gen Marketing Mix

  • Posted: June 5, 2023

Greg Dolan (Keen Decision Systems) and Mark Bennet (Johnsonville Milwaukee) examined how to navigate in uncertain and volatile times in the current marketplace using next-generation marketing mix solutions. In the opening, Greg explored the progression of marketing from the late 90s, through what he dubbed “The Roaring 20s.” He noted that we went from a minimally complex, slower-paced “top-down” approach in the 1990s to a very fast-paced, complex environment with a shift to Retail Media and a unified approach where we apply next-generation predictive analytics in the 2020s. Greg discussed the intricacies of their approach of combining historical data with predictive/prescriptive plans to address drastic changes in the current environment, leveraging ML. He provided a case study that demonstrated the successful application of the next-generation marketing mix. In addition, Mark gave a client perspective on how they are handling market uncertainty.

Harnessing the Full Potential of Marketing Mix Models: How Attention, Creative and Audience Personalization can Drive ROI

  • Posted: June 5, 2023

Sameer Kothari (PepsiCo) and Todd Kirk (Middlegame Marketing Sciences) examined the application of a transformed rendition of marketing mix modeling created through the development of a proprietary system called the “ROI Engine.” Sameer indicated the desire to harness the “true potential of marketing mix models even beyond measuring past campaigns and using it for strategic planning looking forward.” Sameer discussed this system as having a more “predictive ROI outcome-based approach” by “leveraging an ecosystem of leading indicators for before and during a campaign flight.”

Rebuilding MMM to Handle Fragmented Data: The Challenge of Retailer Media

  • Posted: June 5, 2023

Liz Riley (OLLY) and Mark Garratt (In4mation Insights) explored rebuilding and reimagining marketing mixed modeling (MMM) to better handle fragmented data, in the era of retail media networks. Mark lauded MMM as an effective technique that has contributed to financial success for many businesses. In light of data becoming increasingly fragmented, he suggested that “some reinvention of the fundamental model framework is going to be required in order to move this old venerable method into the future.” Mark and Liz examined the Bayesian approach to MMM in handling fragmented data. Mark noted that there will not be a situation “where all the data is the same granularity in one place at one time.” The Bayesian approach can “fill in the blanks” of missing or fragmented data using reasonable estimates, creating a more accurate picture, which traditional MMM falls short of in the retail media environment.

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