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.
Member Only AccessMarketing guru Les Binet recommends employing econometrics and focusing on price to support brands and maximize profit in inflationary times and during a recession.
Kantar’s Dom Boyd says that brand differentiation is the most important driver of brand growth and that we should pay more attention to which kind of brand differentiation drives sales.
On September 12, the ARF and Adelaide co-hosted an event to deepen understanding around how attention metrics work, how to utilize them and the nuances of their application to media and advertising quality measurement. Attention Economy experts from Adelaide, Anheuser-Busch InBev, the ARF, The Attention Council, Havas Media Group, OMD USA, Realeyes and TVision hosted shared presentations and held focused discussions on how attention metrics can optimize the match between media placement and consumer targets, improve creative testing and overall campaign outcomes, and more.
Member Only AccessA study of digital ads suggests two ways to maximize attention: context alignment and multiple creative executions.
Today’s consumers have practically unlimited choices when it comes to the content they watch and the brands they choose. Therefore, brands are continuously grappling with the best ways to provide audiences with favorable and effective ad experiences. This is also important because viewers now have higher expectations for relevant and enjoyable ad experiences.
The Neuromarketing Science & Business Association (NMSBA) summarizes new learnings from neuroscience-based research in their annual Yearbook. Here are some highlights.
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A JAR “Digital First” paper explores the impact of interracial images in advertising on consumer responses. Read more »
A major new study from DoubleVerify (DV) reports both progress and ongoing problems in digital advertising. Viewability rates are improving while the number of ad fraud schemes uncovered by DV spiked up 70% in 2021.
Random controlled experiments for A/B testing help improve things like a company's marketing or customer service. However, individually optimizing interventions may not always capture interactions across the entire purchase decision journey. To optimize interventions more holistically, use a Bayesian reinforcement learning model. It can integrate multiple historical experiments, which can improve both current impact as well as future learning.
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