marketing analytics

Transforming Media Planning & Activation at Walgreens through Unified Marketing Measurement

  • Posted: June 5, 2023

Walgreens’ three-year change management evolution, in partnership with Ipsos MM, embedded unified marketing measurement (UMM) into tactical and strategic decisions at the retailer. This approach to change management included simulated impact testing, validated results and provided proof points. Douglas Brooks of Ipsos MMA provided a current overview of UMM at Walgreens, which consists of monthly marketing mix models, weekly attribution models and continuous validation through testing. Jenny Peelle of Walgreens stated that this approach impacts decision making, including what businesses to support, reach and frequency management and an understanding of attribution for individual KPIs as well as for enterprise business growth objectives. The resulting shift to UMM increased revenue at both the business unit level and for the entire enterprise.

Mastering the Promise of ML for Measuring Incremental Sales

  • Posted: June 5, 2023

In this session, Leslie Wood of NCSolutions and Patrick McGraw of Colgate-Palmolive walked the audience through the process their machine learning (ML) program takes to discover the baseline sales for exposed households. The ML platform consists of a double robust causal framework that they began training in 2014, a super learner to do modeling, a database of results and a decision-tree – where no levers are thrown, as everything is preset. She also defined a counterfactual or the results, which in this case is incremental sales.

Panel Discussion

  • Posted: June 5, 2023

In this session, Elea McDonnell Feit (Drexel University) led a panel discussion with the day’s speakers on innovations in experiments in marketing and referred to these experiments as a “mature part of the measurement system.” In this discussion panel members brought up ideas and examples of how to effectively employ randomized controlled trials (RCT) and the benefits of using experiments for attribution. They examined the lack of patterns stemming from advertising incrementality and credited this to the changing nature of the consumer journey and unique factors in strategy, the business life cycle and the product being sold. The panel also explored processes to ensure the deployment of a successful and effective experiment. In addition, geo-based tests were also considered. Other topics discussed were the cost-effectiveness of running experiments and the value of failed experiments.

Analytics, Attribution, and Experiments – Building a Solid Measurement Framework in a Privacy-centra Era

  • Posted: June 5, 2023

Sudeshna Sen (Dentsu International) and Aarti Bhaskaran (Snapchat) examined the unique role experiments play in marketing performance and decision-making. The increased importance of experiments was discussed, particularly in light of App Tracking Transparency (ATT), which created a challenging shift in the way Dentsu and other marketing firms collect user data. The discussion around the growing importance of experimentation in marketing included ways to incorporate experimentation into a client’s marketing goals and best practices for testing and experimentation. Performance collaborations with platforms were examined as a method to produce solid testing results based on client needs and business goals. In addition, the importance of aligning relevant business goals and KPIs were acknowledged as a key component in identifying the appropriate testing and measurements, to create more meaningful outcomes. Next steps include progressing from “anecdotal incidents of performance to a proof of concept.”

Measurement with Large-Scale Experiments: Lessons Learned

  • Posted: June 5, 2023

In this session, Ross Link (Marketing Attribution) and Jeff Doud (Ocean Spray Cranberries) examined a large-scale experiment conducted with Ocean Spray. They applied randomized controlled trials (RCT) to approximately 10 million households (30 – 40 million people) in which ads were consumed by their participants via a variety of devices. Jeff explained that the experiment was done to measure the impact of when certain ads were suppressed for some of their participants. Additionally, they examined an MTA (multi-touch attribution) logit model that was subsequently applied, which yielded KPIs such as ROI. Information from this MTA-RCT experiment supplied refreshed results monthly. Daily ROI results from the campaign were collected from the MTA-applied modeling. Outcomes from this experiment revolved around retargeting and recent and lagged buyers. In addition, the study also explored creative treatments and platform effectiveness.

The Rise of Retail Media: Latest Trends, Opportunities and Challenges for Retailers and Brands

  • Posted: June 2, 2023

In providing an overview of retail media’s latest trends, opportunities and challenges for retailers and brands, Michael Ellgass (Circana) shared results from analyses of over 100 CPG studies that looked at channel performance in retail media networks and the halo impact outside those networks. Finding that the total incremental sales impact is often larger than what the retail media can see in their own outlets and that most shoppers are influenced by a variety of channels, Michael presented the nuanced data that supported a combined approach for maximum impact.

The State of Cross-Platform Metrics: The Advertiser’s Perspective

The State of Cross-Platform Metrics: The Advertiser’s Perspective

  • Cross-Platform Council Working Group

Metrics for planning, buying and evaluating buys have been in great flux, especially over the last five years. New channels have emerged, some have changed, and a multiplicity of data sources have sprouted up. To gain a better understanding of the way advertisers are navigating this complex landscape, the Online-Offline Working Group of the ARF Cross-Platform Measurement Council interviewed representatives from major advertisers and put out a report about what they learned. This report provides the advertising industry with a glimpse into how major marketers are approaching audience measurement in all the different environments.

Member Only Access
Covid-19 Impact by Category: An Age-Period-Cohort Analysis

Covid-19 Impact by Category: An Age-Period-Cohort Analysis

  • MSI

Lockdowns and other widespread Covid-19 disruptions caused significant changes in buyer behaviors. For instance, it was a major catalyst in shifting buying behavior from in-store to online. With the pandemic receding, how can we know which trends may persist and for which categories, and which might drop off? Since all consumers were affected, no untreated experiment control group exists. However, one strategy could prove fruitful, age-period-cohort (APC) analyses. APCs offer an alternative way to analyze changes in consumer behavior before and after the pandemic.

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