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Experimentation Unleashed: Driving Transformation Using Cutting-Edge Data

Experimentation Unleashed: Driving Transformation Using Cutting-Edge Data

Cesar Brea – Partner, Bain & Company

James Slezak – CEO, Swayable

Cesar Brea (Bain & Co.) and James Slezak (Swayable) shared the lessons they learned using and experimenting with RCTs (random controlled trials) in trying to transform organizations by taking advantage of new data technologies. They contributed their experiences with CPG, online, event and retailer clients to best exemplify how organizations need to embrace the process of transformation using experimentation and data. Their resulting experimentation maturity framework outlines important conditions for success. Key takeaways:
  • Orchestration is more important than sophistication—think end to end from problem formulation to alignment on execution and measurement with the CFO. Are the conditions right to have a successful experimentation program? What are the underlying organizational and political dynamics that need to be managed? Does the organization have the right tools to support interpretation and adoption?
  • Work with the data that is going to be useful to the company from practical sources to help decision making.

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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.

Forecasting Outcomes for Optimized Impact in a Time of Uncertainty

  • Posted: June 26, 2023

Mark Wilson, Associate VP at Analytic Partners, advocated the value of scenario planning for businesses. Scenario planning is particularly helpful for new product launches, forecasting the impact of price increases, and budget planning.  The keys to their success are that they be data-driven, collaborative across functional teams, ongoing, and iterative, with continuous updating of inputs.  A successful scenario planning framework defines success criteria, identifies performance drivers — both controllable and non-controllable — and incorporates critical business dynamics.  Marketing drives 15% to 30% of sales, more for some businesses, and companies that adopt data-driven simulations can drive much more growth than companies that do not.

ATTENTION 2023

ATTENTION 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.

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How Cox Communications Leveraged Next Generation Measurement to Drive Organizational Change and Prepare for Uncertainty

  • Posted: June 5, 2023

Analytic Partners’ Trent Huxley interviewed client Mallory Fetters of Cox Communications on the telecom’s marketing measurement strategy. Dealing with constantly evolving challenges, both common and specific to its industry, Mallory expanded on how data deprecation, shifting consumer media behaviors, demand for faster speeds and growing consumer choice and competition rapidly accelerated Cox’s learning curve.

Panel Discussion: Perspectives on the Rise of Retail Media

  • Posted: June 5, 2023

This panel discussion, moderated by Circana’s Michael Ellgass, discussed the current state and emerging opportunities in retail media, including measurement as well as organizational issues. The following are edited highlights from their conversation.

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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Multicultural Conversations on Handling the Hard Stuff (Event Summary)

Multicultural Conversations on Handling the Hard Stuff (Event Summary)

  • SALON SERIES

Navigating the Messy Middle: Multicultural Conversations on Handling the Hard Stuff – Particularly During a Crisis  This virtual Salon, hosted by the ARF Cultural Effectiveness Council was moderated by Janelle James, Qualitative Research Director, Kantar. Janelle was joined by Kendra Clarke, Vice President of Data Science and Product Development, sparks & honey, and Ola Mobolade, Founder at COCO and Co-author of “Marketing to the New Majority”. Editor’s Note: The full summary is available to members only.

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