optimization

Marketing Performance Measurement – Where are We Now?

  • Posted: July 26, 2023

On July 12, 2023, the ARF Cross-Platform Measurement Council’s Attribution Working Group brought together a panel of performance marketing experts to discuss where we are now in marketing performance measurement. Panelists from both the service provider and the user side of performance measurement shared their thoughts on the new and remaining challenges and the tools we have today to address them. Alice Sylvester (Partner, Sequent Partners) and John Young (SVP, Audience Analytics Solutions, MediaHub) moderated 3 insightful discussions with a group of industry experts Allyson Dietz (Senior Director, Marketing Solutions, Neustar), Vijoy Gopalakrishnan (Chief Research Officer, iSpotTV), Stephen Williams (CEO, Marketing Evolution), Karen Chisholm (Director, Analytics Transformation, Pernod Ricard), Sophie McIntyre (Ads Research Lead, Meta), Sunil Soman (VP, Campaign Effectiveness, Warner Brothers Discovery, Chair of the Attribution Working Group), and Emily Weishaupt (Communications Insights manager, Nestle Purina NA).  

FORECASTING 2023: Managing Risk — How Businesses Can Get Better Visibility into the Near and Long-Term Future

  • Posted: July 26, 2023

Managing business risk involves having a rational, data-driven view of the future while simultaneously being as prepared as possible for external shocks — from a global pandemic and the ensuing supply-chain disruptions, to inflation, data signal losses, war, and great power competition. At our annual Forecasting event, held virtually on July 18, leading experts shared how businesses can adapt forecasting techniques to manage risk.

How Businesses Can Get Better Visibility into the Near and Long-Term Future

How Businesses Can Get Better Visibility into the Near and Long-Term Future

  • FORECASTING 2023

Managing business risk involves having a rational, data-driven view of the future while simultaneously being as prepared as possible for external shocks — from a global pandemic and the ensuing supply-chain disruptions, to inflation, data signal losses, war, and great power competition. At our annual Forecasting event, held virtually on July 18, leading experts shared how businesses can adapt forecasting techniques to manage risk.

Member Only Access
Marketing Performance Measurement – Where are We Now?

Marketing Performance Measurement – Where are We Now?

  • by Meredith Zhang, TikTok (Young Pros Officer)

On July 12, 2023, the ARF Cross-Platform Measurement Council’s Attribution Working Group brought together a panel of performance marketing experts to discuss where we are now in marketing performance measurement. Panelists from both the service provider and the user side of performance measurement shared their thoughts on the new and remaining challenges and the tools we have today to address them. Alice Sylvester (Partner, Sequent Partners) and John Young (SVP, Audience Analytics Solutions, MediaHub) moderated 3 insightful discussions with a group of industry experts Allyson Dietz (Senior Director, Marketing Solutions, Neustar), Vijoy Gopalakrishnan (Chief Research Officer, iSpotTV), Stephen Williams (CEO, Marketing Evolution), Karen Chisholm (Director, Analytics Transformation, Pernod Ricard), Sophie McIntyre (Ads Research Lead, Meta), Sunil Soman (VP, Campaign Effectiveness, Warner Brothers Discovery, Chair of the Attribution Working Group), and Emily Weishaupt (Communications Insights manager, Nestle Purina NA).  

Member Only Access

ATTENTION 2023

  • Posted: July 11, 2023

On June 7, 2023, attention economy experts came together in NYC to share case studies and participate in engaging discussions on the attention measurement landscape. Plus, attendees heard a recap of the issues debated at AUDIENCExSCIENCE and an update on Phase I of the ARF Attention Validation Initiative, an empirically based evaluation of the rapidly developing market for attention measurement and prediction.

Collaborating on Research and Solutions for Private Measurement

  • Posted: July 6, 2023

Dennis Buchheim has a unique perspective from “two sides” of the ad industry. He leads Facebook’s Ads Ecosystem team after serving as CEO of IAB Tech Lab. Dennis shared a view on how the industry is grappling with the shifting regulatory, platform, and technology landscape. Only together can the industry understand these changes and create paths forward. As opportunities are evaluated to evolve how data is used, research will be critical in refining the industry’s foundational knowledge and providing tactical guidance.

Welcome to the Attention Dimension: Fundamentals of Attention Metrics for Media

  • Posted: July 5, 2023

The speaker, Marc Guldimann, founder of Parsec Media and co-founder Adelaide, is also a co-founder of The Attention Council. In his presentation he explained why he and the Council are promoting the use of attention metrics to help advertisers place ads into media environments that drive superior performance.

Assessing the Potential of Addressable Linear TV Advertising

  • Posted: July 5, 2023

Traditional linear TV places the same ads in the same shows (“program targeting”). Addressable TV can place different ads in the same show, allowing “audience-based” targeting at the household (HH) level. To determine the incremental lift achieved by audience-based targeting, we need to measure outcomes at the individual (HH) level. This allows us to run what/if scenarios with the models to determine optimal targeting. The researchers analyzed second-by-second viewing data from a panel with 750,000 HHs, tracking exposure to focal and competitor ads. The fact that advertisers tend to mainly target consumers already likely to buy creates potential endogeneity. The analyses controlled for this and three other factors: heterogeneity in ad avoidance; activity bias; and seasonality and other trends. During the observed 15-month period, there was a 4.1% conversion for those HHs in the market for the focal offer.

Optimize Early & Often

  • Posted: July 5, 2023

The presenter reviewed the current challenges of optimizing and reporting brand campaigns mid-flight. Specifically, stat sig was never intended for midflight optimization and reporting, and is misapplied, causing errors. The question marketers ask mid-flight is “how much confidence can I have that a tactic is helping the campaign, given the other campaign tactics”? Stat sig cannot accurately answer this question.

« Prev Next »