Analytics & Data Science

• Research & Data Quality
• Article

How to Calculate Reach and Frequency Using Virtual IDs (VIDs)

Current existing methods used to calculate reach and frequency of a campaign or media schedule are known to have deficiencies in measuring cross-device ad exposure. Restrictions to protect digital privacy complicate cross-platform exposure measurement even further. Multiple global research organizations have turned to a concept known as “virtual people,” to overcome these limitations in order to produce aggregate reach and frequency estimates. This report by the ARF Analytics Council provides a foundational overview of VIDs for a broad audience, providing ARF members with a stronger understanding of this vital topic.

• Research & Data Quality
• Article

The ARF Attention Measurement Validation Initiative: Phase 1 Report Updated

• ARF ORIGINAL RESEARCH

Attention metrics have drawn a high degree of energy in the last few years, for many reasons, including the loss of behavioral signals due to privacy restrictions, growing frustration with ad viewability and its perceived limitations, attention metrics’ impact on the cross-platform measurement debate and that biometric technologies can now be applied “in the wild,” rather than just in labs. The ARF’s Attention Measurement Validation Initiative aims to describe the attention measurement space in detail, illuminating this nascent sector. The Phase One findings include a comprehensive literature review and a report that maps out the vendor landscape in this increasingly diverse specialty. The report includes two sections. The first section describes what methods are being used, what these companies report and how and what they measure, be it ad creative or the media environment. The second section includes in-depth overviews of the 29 participating attention measurement companies. The Phase One Report is a must-read for anyone interested in attention metrics or what companies are operating in the space.  

• Research & Data Quality
• Article

Future-Proofing the Analytics and Insights Function

• By Chenyu Wang
• ANALYTICS COUNCIL

On February 6, Organizational Council members Shelley Yang (Director, Insights Activation at Ipsos Creative Excellence) and John Baro (Manager, Market Research & Insights at Spectrum Reach) shared a summary of their learnings from a set of 21 in-depth interviews (IDIs) conducted with ARF members to understand what insights and analytics departments should do to future-proof themselves. Then, a panel of senior researchers -- Helen Katz (EVP, Research at Publicis Media), Michelle Gibb (Vice President, Global Insights & Analytics at Mondelez International), and Jed Meyer (SVP, Media Solutions Leader of Kantar) -- and an industry observer, Simon Chadwick (Managing Partner at Cambiar LLC) joined Shelley to share their perspectives on the topic.  Their conversation was moderated by Steven Millman, Global Head of Research & Data Science at Dynata.  The presentations and panel touched on AI, outsourcing, skill sets, and mindsets.

• Analytics & Data Science
• Article

Combining Survey + Digital Data = A Better View of Consumers’ Digital Behavior

• Nicolas Brézet SVP, Head of Behavioral Data Group, IPSOS

Single source media data cannot tell the whole story. Learn how IPSOS combined survey and digital data provide a holistic understanding of consumers’ multi-platform digital behavior, touchpoints, activities and content consumption. Five case studies illustrate how this was done.

• Analytics & Data Science
• Article

Data Case Study: Different Targets Need Different Messages

• Melinda Han William
• dstillery

Using data to microtarget messages to Chobani customers produced a positive sales impact, according to this case study. The authors show how loyalty card data, linked to household address and then to a digital address was used to identify key audience segments to whom messages were specifically directed – with implications for future efforts.

• Analytics & Data Science
• Article

Principles of Data Quality

• Gerard Broussard
• The Coalition of Innovative Media Measurement

To improve data quality, the marketing and advertising industry could establish a “Principles of Data Quality” disclosure; create a roster of items to ask of data suppliers; request transparency—data firm disclosures—including consumer authentication procedures, multiple data source descriptions, model target techniques and testing results, recency of data, integration techniques, data labeling, and top-line descriptions for all of the above; create best practice standards.

• Past Event Highlights
• Article

Measuring the High Consideration Customer

• Cree Lawson, CEO of Arrivalist

Is there a better way to measure the digital behavior of consumers considering a complex or expensive purchase and improve outcomes going forward? Measurement company Arrivalist shared techniques they have used successfully, illustrated with six case studies. Their work has application for both considered and impulse purchase brands.

• Analytics & Data Science
• Article

Micro Targeting Can Dramatically Improve Facebook Performance

• Steve Meester; Newcombe Clark
• AIG Rapid Learning Lab

The authors describe a series of design experiments used to optimize Facebook targeting and retargeting to buyers of travel insurance. Using different creative for different micro-targets, the authors raised prospecting sales lift by four times and retargeting sales lift by 60%. Additional findings included that age did not determine click thru rate, but under thirty-five and over sixty-four rarely purchased.