Presented by Neustar, this webcast presented information on the future of marketing and how measurement, media, and identity will need to adjust to changes brought on by the end of cookies and the COVID-19 pandemic. We shared real-life examples of how to build sustainable measurement practices that will persist despite the imminent changes to the marketing world.
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COVID-19 is challenging the role of marketing mix models (MMM) and casting doubt on models developed before consumption patterns were impacted by the pandemic. This Insights Studio featured marketers on the front lines who are solving unprecedented challenges in real time.
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How can advertisers, media companies and market researchers acquire highly accurate consumer survey data, in order to make informed business decisions, without depleting their budget? Sure, everyone would like to utilize probability sampling, but the cost is out of reach for most. However, non-probability, opt-in, online samples are nowhere near as accurate.
Editor’s Note: The full report is available to members only.
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All three of the companies represented in the session conduct continuous market research and monitor how the COVID-19 pandemic has affected recent respondent behavior, introduced biases or required wholesale changes in data collection methods. For the most part, they reported sufficient continuity providing reassurance that market research has remained resilient and continues to provide insights for marketer decision making. Editor’s Note: The full report is available to members only.
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