Solving the Attribution Puzzle
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Bridging MMM and MTA for Better Marketing Outcomes
Market mix models (MMM) have been a staple of marketing analytics for decades, but our ever-expanding digital footprints have facilitated the rise of multi-touch attribution (MTA) as a competing paradigm for understanding the ROI of each component of marketing spend.
Each approach has its pros and cons: MMMs are more comprehensive, but they take more time. MTA models are faster and more granular, but generally apply to more limited use cases. This creates challenges for marketers, as they try approaches to connect the two to gain from both, while avoiding mistakes.
Learn how marketers…
Responding to the changing demographics of 21st century America, brands are beginning to recognize the need to communicate with an increasingly diverse population. Yet, all too often companies get their advertising messages wrong when trying to appeal to different ethnic groups. Social media then magnifies the negative reaction.
The range of successes and failures associated with multicultural campaigns — from Nike’s partnership with Colin Kaepernick to H&M’s “Coolest Monkey in the Jungle — underscores the industry’s need for guidelines that will facilitate developing meaningful messaging and minimize the odds of a backlash.
To address this need, the ARF Cultural Effectiveness Council is excited to welcome speakers fro…
Identifying and understanding industry trends are critical to your job and career success. Earn respect, grow your reputation and secure your next promotion by being an articulate forward-thinker. Given the accelerated disruption in our insights and analytics industry how do you prioritize trends and translate them in compelling ways to your team and management?
Join us for the afternoon on Dec. 3, from 2:00 – 5:00pm followed by a cocktail reception, at the Wunderman Thompson NY office. We will take a focused look– through presentations and roundtable discussions – at three key 2020 trends:
Marketing: preparing for the “Third Age”
Media: TV’s trajectory, OTT and advertising spend online
April 19 @ 9:00 am - April 21 @ 7:00 pm • Jersey City
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AUDIENCExSCIENCE 2020, the premier conference on audience measurement and growth, provides a multi-dimensional perspective on today's challenges and opportunities, while bringing the future into 20/20 focus:
5 Reasons to get excited about AUDIENCExSCIENCE 2020
#1 Enhance your understanding about how to assemble audiences and build reach among ever-more specific target audiences in today's highly fragmented environment.
#2 Deepen your knowledge about how to address the tension between the competing demands of building brands and increasing activation and what that means for brands' advertising spend.
#3 Gain more clarity about best practices for managing privacy in the fast-changing regulatory climate…