Which is more efficient when it comes to advantageous decision outcomes, marketing-mix metrics or financial metrics? Researchers in this award-winning MSI working paper investigated this question, basing their research on a behavioral framework and statistical model. On average, according to their sample, marketing-mix metrics are more effective than financial. Even so, managers seem more eager to use financial metrics, possibly, because they are easier to understand across the organization.
Member Only Access
Data clean room technology has had a place in the advertising ecosystem for years but has become increasingly prominent in today’s landscape where major disruptions in data governance and privacy are emerging. Data cleanroom companies provide environments for two or more companies to share first-party data in a neutral, secure, privacy-compliant manner. They are used for activation, media measurement, and insights. At this event, Working Group Chair Sable Mi (VP of Analytics, Epsilon) moderated a powerful discussion with guests Alya Adelman (Director of Product, Blockgraph), Devon DeBlasio (VP of Product Marketing, InfoSum), Matt Karasick (Chief Product Officer, Habu), and Alysia Melisaratos (Head of Solutions Engineering, LiveRamp) to unpack the value that data clean rooms can provide.
Member Only Access
Troubling. Bias. Distortion. Why would the ANA use these words in a letter to the U.S. Government expressing concern about the impact of the 2020 Census on marketing quality? Learn about what led them to act, why the ARF supports them, and possibly join them in sharing your views before the feedback period ends on August 7, 2018.
Should the marketing community support repeating a study, when so much value is placed on new research? The answer may be a resounding “Yes.” Learn why repeating a study matters, especially when marketers seek transparency and data-based support for recommendations — and how advertising research might need to change.
Member Only Access
