MTA (multi-touch attribution)

Validation of Performance Measurement Models

Validation of Performance Measurement Models

  • Author: Nolan Panno, Clear Channel

On October 19, 2022, the ARF Cross-Platform Measurement Council brought together a panel of performance marketing experts to discuss the importance of model validation. Attendees gained a greater understanding of why it’s important, all the ways it can be done, the various types of validation methods, as well as how to implement the results. Jim Spaeth (Partner, Sequent Partners) moderated an insightful discussion with experts Ron Berman (Assistant Professor of Marketing, Wharton Business School), Elea Feit (Associate Dean of Research and Associate Professor of Marketing, Drexel University’s LeBow College of Business), and Sachin Puri (Chief Marketing Officer, WP Engine).

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Unified Measurement Showcase (Event Summary)

Unified Measurement Showcase (Event Summary)

  • Alice K. Sylvester
  • LEADERSHIP LAB

The ARF’s Cross-Platform Measurement Council Attribution Working Group, chaired by Helen Katz of Publicis, issued invitations to many marketing mix and attribution modelers to share blinded case studies involving unified measurement. The goal was to see unified measurement in action, to see the scope of the analyses and the business results associated with the tool. The Cross-Platform group reviewed submissions and selected six companies to present their case studies. Editor’s Note: The full report is available to members only.

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What Will Replace the Third-Party Cookie?

What Will Replace the Third-Party Cookie?

  • Paul Donato, Chief Research Officer

Several forces have culminated in the end of the third-party cookie. If DMPs and attribution as we know them go away, what will replace them? ARF CRO Paul Donato, drawing on a number of original ARF research initiatives, issues this report covering privacy’s impact and many other factors driving the end of third-party cookies.

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Are Data Challenges Killing ROI Models?

Are Data Challenges Killing ROI Models?

  • Gian Fulgoni
  • JOURNAL OF ADVERTISING RESEARCH

Marketers have hit a wall in their ability to accurately measure ROI across their media mix—a result of limited access to consumer data by walled gardens such as Google, Facebook, and Amazon, as well as privacy constraints. Author Gian Fulgoni suggests two paths analysts can pursue to address this.

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