Measurement has always been complex, but it’s become increasingly challenging: The availability of data that informs measurement is changing, there’s more economic pressure on marketers to prove value, and the number of marketing and measurement tools is proliferating at a rapid rate. Despite all this, companies that invest in improved measurement capabilities are more likely to exceed their revenue goals than those that don’t.
In this one-hour Insights Studio, Neha Bhargava, Ads Research Director at Meta, will discuss with Professor Brett R. Gordon of the Kellogg School of Management at Northwestern University and Igor Skokan, Marketing Science Director at Meta, where they will share practical steps to achieve better measurement in an era of evolving data availability. For marketers who are unable to run robust experiments, Gordon will provide research-backed strategies for quantifying the impact of future ad campaigns—as well as tips for choosing metrics that can act as proxies for the results marketers are trying to drive but aren’t equipped to measure. Then, Skokan will share tips and tricks for using Meta’s open-source tool for running granular, semi-automated marketing mix models: Robyn.
From this session, marketers should walk away with new practical approaches for understanding marketing impact, and whether they have access to robust experimentation. This session will be moderated by Scott McDonald, President and CEO of the ARF.