On August 21, experts from Meta and the Kellogg School of Management at Northwestern University shared practical steps to achieve better measurement in an era of evolving data availability. Attendees walked away with new practical approaches for understanding marketing impact – whether they have access to robust experimentation.
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On August 1, participants in the 2024 ARF Women in Analytics mentorship program heard tips about how to grow and maintain their relationships. Our partner, Jamie Thomas, Co-Founder of Cophi, revealed the methodology behind the survey, explaining how and why they were matched. Plus, a panel of Mentors/Mentees from last year’s program shared their experiences and provided ideas for building a strong mentoring relationship.
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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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