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Analytics & Data Science

ATTENTION METRICS: Moving from Laboratory to Field Applications

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.

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Spillover Benefits of Online Ads

  • MSI

Email advertising can increase spending in actual, physical retail stores, new statistical tools show. If this is not uplifting enough for those who deal with such advertising, analysis published in an MSI working paper found something else surprising. The effects are highest among consumers with fewer recent interactions with that particular retailer.

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

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.

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Can Observational Methods Assess the Causal Effect of Ads?

  • MSI

While Randomized Controlled Trials (RCTs) are ideal for advertising measurement, it is not always feasible to conduct one. Until advertising platforms are willing to provide more information about how they deliver targeted ads or implement auctions, alternative observational methods are unlikely to reliably estimate causal effects. That includes utilizing newer machine learning techniques.

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Conversations with Great Minds: Great Mind Awards 2022

Conversations with Great Minds gathered two of the 2022 Great Mind Award winners, Martin Renaud, winner of the Chief Marketing Officer (CMO) Award, and Dr. Duane Varan, winner of the Erwin Ephron Demystification Award, for one-on-one interviews that profile their individual approaches to effective research in advertising.

FORECASTING 2022: How Can Scenario Planning Improve Agility in Adjusting to Change?

On July 12, 2022, forecasting, and product experts shared frameworks and strategies for participants to consider as they plan amid disruptions in the industry. Presenters discussed techniques marketers could use to drive consumer action and advocacy — as well as econometric models for search trends, insights on holistic analytics programs, reflections on gold standard probability methods — and new forecasting techniques in the wake of the pandemic and more.

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Identity Resolution Group: Demystifying Data Cleanrooms

  • By Claudia Chang (Clear Channel Outdoor, Young Pros Officer)
  • ARF Cross-Platform Measurement Council

Data clean room technology has had a place in the advertising ecosystem for years but has become increasingly prominent in today’s landscape where major disruptions in data governance and privacy are emerging. Data cleanroom companies provide environments for two or more companies to share first-party data in a neutral, secure, privacy-compliant manner. They are used for activation, media measurement, and insights. At this event, Working Group Chair Sable Mi (VP of Analytics, Epsilon) moderated a powerful discussion with guests Alya Adelman (Director of Product, Blockgraph), Devon DeBlasio (VP of Product Marketing, InfoSum), Matt Karasick (Chief Product Officer, Habu), and Alysia Melisaratos (Head of Solutions Engineering, LiveRamp) to unpack the value that data clean rooms can provide.

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