fbpx

modelling

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

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.

Member Only Access
  • Article

The Exploding Complexity of Programming Research, and How to Measure It, When Content is King

Programming researchers are not getting the data they need to make informed decisions and Joan FitzGerald (Data ImpacX) uses streaming’s complex ecosystem to explain the conundrum facing programmers. Key insights into monetization and performance are not supported despite the inundation of new forms of data, leaving programmers without a comprehensive picture of their audience. Together with Michael McGuire at MSA, Joan outlined a methodology funnel that combined 1st, 2nd and 3rd party data to create equivalized metrics that, once leveraged, could meet critical programming research demands.

Member Only Access
  • Article

Path Forward: Identity, Representation & Authenticity

NBCUniversal and Magid partnered to determine how diverse consumers self-identify and how that informed their life experiences in relation to representation and authenticity, particularly in their brand and content choices. Research from clients, consumers and field surveys showed that, while multi-cultural audiences are multi-faceted, they are connected by common threads from shared cultural pillars, shared success and struggle, a sense of community and the straddling of two worlds. These findings led the team to a framework for “ideal representation” as a hierarchy of four distinct levels that define what consumers consider most important in being authentic.

Member Only Access

Apple ATT is Now Live. How are Brands Being Impacted, and What is the Path Forward?

Matt Voda, CEO of OptiMine, returned to the Insights Studio, on Oct. 5 to revisit the topic of Apple’s ATT changes and the impact they’re having on the measurement ecosystem. Matt provided an overview of Apple’s ATT changes from May 2021, with a focus on what changed, why and when. Given Apple’s impact—tracking going dark, rising CPMs and measurement holes—what are brands seeing? With tracking and privacy changing expected to move forward, how likely are they to impact brands even more? In terms of a path forward, what are practical steps to address the changes and determine a future-proof framework for brands in this new era of privacy?

Member Only Access
  • Article

JAR: Modeling Cultural Mindsets with Endorser Origins to Predict Brand Attitudes

An endorser’s native origin can trigger brand reactions in consumers due to their cultural predispositions. New research in this area has revisited ethnocentrism and xenocentrism, not as diametrically opposed mindsets but as ones coexisting in dynamic configurations, with each mindset expressed or suppressed as a result of origin cues from brands and endorsers. The resulting models provide blueprints for predicting favorable attitudes, by aligning targeting and messaging strategies with appropriate mindsets and origin cues.  Read the article.

Modeling Cultural Mindsets with Endorser Origins to Predict Brand Attitudes

  • JOURNAL OF ADVERTISING RESEARCH

An endorser’s native origin can trigger brand reactions in consumers due to their cultural predispositions. New research in this area has revisited ethnocentrism and xenocentrism, not as diametrically opposed mindsets but as ones coexisting in dynamic configurations, with each mindset expressed or suppressed as a result of origin cues from brands and endorsers. The resulting models provide blueprints for predicting favorable attitudes, by aligning targeting and messaging strategies with appropriate mindsets and origin cues.

Member Only Access