marketing analytics

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.

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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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How Changing Privacy Frameworks Are Affecting Marketing & Measurement

How Changing Privacy Frameworks Are Affecting Marketing & Measurement

  • ARF Research Initiatives

A growing number of privacy regulations and data deprecations are creating a highly complicated landscape for marketers to maneuver through. To help us better understand how these forces affect marketing and marketing effectiveness measurement, the ARF recently gathered a group of experts on privacy-related topics from both practitioner and academic backgrounds, to discuss the key issues and outline ways forward. This report is the result of that effort. It includes an overview of the latest privacy-related macro-trends, implications for marketing and measurement and actionable recommendations.

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Is Privacy Vs. Personalization a Zero-Sum Game?

Is Privacy Vs. Personalization a Zero-Sum Game?

  • MSI

While privacy regulations such as the European Union’s General Data Protection Regulation (GDPR) can potentially benefit society, they must strike an effective balance between firms’ need to target their messages and consumers’ need for privacy and security. Modeling “what if” scenarios can help marketers and policymakers find that equilibrium.

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Attribution & Analytics Accelerator 2022

Attribution & Analytics Accelerator 2022

The boldest and brightest minds joined us November 14 - 17 for Attribution & Analytics Accelerator 2022—the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. Experts led discussions to answer some of the industry’s most pressing questions and shared new innovations that can bring growth to your organization.

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