Forecasting is a valuable tool to help businesses reduce risk and operate more effectively and efficiently. At FORECASTING 2024, leading practitioners and academics shared how they are building forecasting models to understand purchase journeys, the impact of major events on businesses and how brands can reach buyers amidst the lack of first-party data.
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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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Pamela Marsh of Omnicom Media Group walked us through her career journey and shared practical advice to empower young professionals. Attendees participated in a thought-provoking discussion on the challenges and triumphs of a successful career in the advertising world.
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On June 26, Sequent Partners, with their panoramic perspective on the most important developments in marketing analytics, analyzed the most disruptive and revolutionary analytic applications and techniques impacting our world. Plus, attendees got a sneak peek of the themes featured in this year’s upcoming Marketing Analytics Accelerator.
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On June 25, OptiMine dove into the specifics of Google’s privacy changes and revealed how these changes will impact the marketing and measurement landscape. Traditional forms of measurement will no longer be viable as privacy-driven data loss continues to diminish accuracy, coverage and reliability. Attendees gained applicable strategies on how their brands can adapt before it’s too late.
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In March, the ARF Women in Analytics presented a lunch workshop on strategies for impactful data storytelling and how to simplify ideas for non-technical audiences. On June 18, we rebroadcasted a portion of the workshop and hosted a panel discussion with industry leaders who shared their perspectives, successes and challenges.
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The ARF Member AI workshop introduced members to the potentialities of various AI platforms and tools to boost their work productivity. The workshop covered how LLMs such as Copilot, ChatGPT, Gemini and Claude can be employed in three main areas: presentations and reports, advertising research and meetings. Issues such as privacy and security of using AI, as well as the current limitations and challenges of the technology were also discussed. The hands-on, interactive workshop was an opportunity for all those interested in best practices and guidelines for using AI to learn how to interweave such programs into their daily work processes.
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ATTENTION 2024 showcased findings from Phase 2 of the ARF’s Attention Measurement Validation Initiative – aimed at understanding various attention measurement tools’ validity, reliability, and application in advertising. From analyses of ad creative to brand building, industry leaders gathered to discuss and debate the fascinating and fast-changing field of measurement.
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