Analytics & Data Science

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.

Member Only Access

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.

Member Only Access

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.

Member Only Access

Get the Intel on Artificial Intelligence

Some say Artificial Intelligence is a broad field that includes everything from simple if-then rules for playing Checkers to complex ensembles of deep neural networks for piloting autonomous vehicles. In marketing, AI is a term that is applied to several very different techniques and functions. However, the bigger questions are: how do you best implement AI and what are the commercial solutions?

Member Only Access

Improving Consumer Profiles with Data Signals

  • John Gim – SVP, Advanced Analytic Solutions, RAPP; David Popkin – Head of Data Strategy for Brands, LiveRamp

Addressable consumer profiles across media. Actionable data. Connected technology. LiveRamp and RAPP offer suggestions on how to leverage these inputs, using signals from a range of sources including location, transactional and online behavioral data to create more robust consumer/customer profiles and segments that lead to better outcomes.

Member Only Access