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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