Cross-Platform Measurement Council

Council Objectives

The Cross-Platform Measurement Council seeks out best practices in cross-platform measurement by exploring and reporting on information from providers of cross-platform measurement, identity resolution and attribution research about their methods, capabilities, and challenges. The council surveys relevant providers, issues reports, produces industry reviews, and hosts panels and events where research and measurement providers and their clients can present their approaches.

Working Group Missions

Identity Resolution

Provide understanding of how companies connect different digital devices to unique users and households – from planning to activation to measurement: including limitations and potential concerns associated with each use case. Analyze the technical perspectives of deterministic vs. probabilistic matching through an open dialogue on how to balance accuracy and scale. Collaborate with other industry bodies, including but not limited to IAB, MMA, NAB; connect with key players, address challenges and possible solutions.

Online and Offline Measurement

Establish an overview of leading approaches to integrate measurement of online and offline media at both the aggregate and individual level. Identify appropriate common metrics to describe behavior, online and offline.

Attribution

Conduct research on how multi-touch attribution can allocate credit across channels (as opposed to attributing conversion across touchpoints within a single channel) and understand the challenges of attribution modeling and the ways the results are applied today.

Sable Mi

Chief Research Officer, NinthDecimal

Helen Katz

SVP, Director, Global Analytics & Insight Practice at Publicis Media

Cross-Platform Council Co-Chairs

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MTA: Marketers Talk Attribution

Find out what AIG, CocaCola, HSBC, J&J, and MillerCoors had to say about their companies' efforts in attribution, including the extent to which it has been adopted by their organizations and the challenges they have faced in deploying it. Videos from the February 6, 2019, event, hosted by the ARF Cross-Platform Measurement Council and moderated by Alice Sylvester, are now available here.

Lagging Indicators won’t make it!

The authors describe a very broad approach to creating omnichannel marketing effectiveness. It calls for real time indicators of campaign success.

Improving Consumer Profiles with Data Signals

Suggestions offered on how to leverage 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.