The ARF

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).

Research & Data Quality
Article

Marketing Performance Measurement – Where are We Now?

by Meredith Zhang, TikTok (Young Pros Officer)

Member Only Access

Cross Channel Measurement in a Time of Data Collection Challenges

Posted: July 5, 2023

The average home has over 300,000 items, and consumers may be exposed to 6-10,000 ads daily. We need to overcome measurement silos to truly understand what triggers the different paths to purchase for the same products. Third party data sources need to be vetted on their sources and collection techniques, their validation methods and how they help us understand traditional metrics such as recency, frequency and consistency. Loyalty card data can help CPG companies track the 90% of purchases that still occur offline. IRI’s retailer and other partnerships offer a more holistic view of purchase behavior. In a masked case study, COVID reduced linear and cable but increased connected TV viewing, putting a premium on “equity spots” for in-home occasions such as food preparation/consumption. Multi-touchpoint fractional attribution (MTA) can distinguish the impact of creative from other aspects of digital ads.

Advertising’s Sequence of Effects on Consumer Mindset and Sales

Posted: July 5, 2023

The academic study at the heart of this presentation compared 13 hierarchy-of-effects (HoE) advertising models to determine which model matters the most, what moderators are most prominent, and what factors and sequence are most important in driving sales. Understanding the sequence of effects is most important for advertisers and marketers as they build their campaigns.

MODERATED TRACK DISCUSSIONS: Attribution & Approaches

Posted: July 5, 2023

In this discussion for the track, Attribution & Approaches, session chair, Paul Donato (ARF) asked the speakers for their key insights on the drivers of short-term and long-term sales, the role of match control, and whether testing control should be part of attribution and ROI.

Modelling Short & Long Term Marketing Effects in the Consumer Purchase Journey

Posted: July 5, 2023

This presentation is based on the latest IJRM publication focusing on short and long-term effects in the consumer purchase journey, focused on two key issues facing marketing response modelling. Peter explained that the standard marketing mix model (MMM) fails to resolve two key issues: it ignores inherent selection bias of online media and the true mechanics of brand-building. Both issues result in significant mis-estimation of ROI and incorrect marketing resource allocation.

Uncovering the Role of Emotion, Subjectivity, and Non-Rational Thinking in Professional and B2B Decision Making

Posted: June 8, 2023

In this Insights Studio, “Professionals are People Too: Uncovering the Role of Emotion, Subjectivity, and Non-Rational Thinking in Professional and B2B Decision Making”, Abigail Ahearn of HawkPartners conducted an enlightening presentation exploring the B2B decision-making process and the implications emotional and cognitive bias can play for B2B marketers and their clients. Abigail then led an insightful panel discussion featuring Beni Gradwohl (Cognovi Labs), Lateef Mauricio Abro (Digitas) and Ryan Boh (Oracle Advertising), where they examined the myth that B2B decisions are typically steeped in rationality. In both the presentation and panel discussion the unique factor in navigating multiple stakeholders in the B2B decision-making process was highlighted. This led to the exploration of the complex factors in negotiating B2B client biases, emotional blockers and the actual “hyper-emotional” component of B2B decision-making. A variety of ideas and solutions on how these biases and emotional blockers can be mitigated were discussed.

Rebuilding MMM to Handle Fragmented Data: The Challenge of Retailer Media

Posted: June 5, 2023

Liz Riley (OLLY) and Mark Garratt (In4mation Insights) explored rebuilding and reimagining marketing mixed modeling (MMM) to better handle fragmented data, in the era of retail media networks. Mark lauded MMM as an effective technique that has contributed to financial success for many businesses. In light of data becoming increasingly fragmented, he suggested that “some reinvention of the fundamental model framework is going to be required in order to move this old venerable method into the future.” Mark and Liz examined the Bayesian approach to MMM in handling fragmented data. Mark noted that there will not be a situation “where all the data is the same granularity in one place at one time.” The Bayesian approach can “fill in the blanks” of missing or fragmented data using reasonable estimates, creating a more accurate picture, which traditional MMM falls short of in the retail media environment.

Panel Discussion

Posted: June 5, 2023

In this session, Elea McDonnell Feit (Drexel University) led a panel discussion with the day’s speakers on innovations in experiments in marketing and referred to these experiments as a “mature part of the measurement system.” In this discussion panel members brought up ideas and examples of how to effectively employ randomized controlled trials (RCT) and the benefits of using experiments for attribution. They examined the lack of patterns stemming from advertising incrementality and credited this to the changing nature of the consumer journey and unique factors in strategy, the business life cycle and the product being sold. The panel also explored processes to ensure the deployment of a successful and effective experiment. In addition, geo-based tests were also considered. Other topics discussed were the cost-effectiveness of running experiments and the value of failed experiments.

Live InContext Retail Media Testing

Posted: June 2, 2023

Jeff (Ephraim) Bander from Eye Square explained that measuring shopper behavior and decisions in context (in the online ecommerce environment in which the shopping actually takes place) is more meaningful than only surveying consumers about their online shopping behavior. Collecting in context data about the online actions of the shopper provides detailed path-to-purchase metrics, such as attention, interest and purchase behavior. Participants are not aware of what is being tested in the live environment. Additional explicit data is collected via survey.