ROI

Full-Funnel Measurement Showcase

Full-Funnel Measurement Showcase

  • Cross-Platform Measurement Council

On July 16th, 2024 the ARF Cross Platform Measurement Council’s Attribution Working Group hosted this highly informative showcase on full funnel measurement. The event featured detailed case studies presented by leading measurement providers Optimine, TransUnion, and Data Poem, which had been selected by the Working Group from a pool of responses to a RFI that they had developed. Each demonstrated innovative approaches to cross-channel performance measurement and the benefits of these approaches. The event concluded with a panel discussion moderated by Kate Weymer, Director, Data Science at Microsoft, which provided further insights into the value of evaluating both short-term and long-term effects of media on outcomes and the impact of third-party cookie deprecation on their approaches.

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Having In-Depth Research on Consumers’ Values Yields Tremendous Benefits

Having In-Depth Research on Consumers’ Values Yields Tremendous Benefits

  • ARF Knowledge at Hand, CMO Brief

In decades past, demographic characteristics were considered the strongest predictors of consumers’ values, attitudes and purchasing behavior. Over time, however, they have grown to become weak predictors and correlates. In this Knowledge at Hand report, Dr. Horst Stipp, EVP at the ARF, summarizes the latest and most impactful research to date on consumer values and how researching them carefully can help shape effective business strategies and impactful ad messages.

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Too Much Attention?

  • Posted: February 29, 2024

One expert argues that attention alone does not bring ad success and that we should not forget the other important levels of the “ARF Model.”

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Media Experiences That Are Meaningful to the Consumer

  • Posted: June 13, 2023

Parvati Vaish of Havas Media presented a yearly study they perform showing that 75% of brands would be forgotten if it were not for advertising. Brands that resonate outperform from a business standpoint. It is important to know your audience, be in the right context and give the right content. They need to be optimized and working together. More is not always more. Attention may help deliver outcomes more efficiently.

Conversations with “Great Minds”

  • Posted: August 17, 2022

Two 2022 ARF Great Mind Award recipients, Martin Renaud, winner of the Chief Marketing Officer (CMO) Award and Dr. Duane Varan, winner of the Erwin Ephron Demystification Award, shared insights on how research should be used to improve marketing. 

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Measuring Influencer Impact

  • Posted: August 3, 2022

The ANA has introduced a set of guidelines for influencer marketing measurement to help advertisers better assess influencer marketing’s value. Read more »