Solving the Attribution Puzzle 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…

Viewer behavior is shifting at an unprecedented rate. By 2022, more than 58 percent of the US population will subscribe to OTT video content services according to eMarketer. How and why do viewers choose platforms and networks? How do they discover new programs, and what influences their program selections? At OTTxSCIENCE on October 22 at the Universal Studios Lot attendees heard about the latest trends, technologies, content and competition within the OTT space. During this one-day program, industry experts discussed:…

Why has customer experience become such a critical factor today for brand success? At EXPERIENCExSCIENCE, ARF’s one-day event on September 25 during Advertising Week New York, we addressed why customer experience has become such a critical factor today for brand success. Speakers from Ben & Jerry’s, Philips, Levi’s, CBS, LATAM Airlines, Kantar, Salesforce and more, shared: The role of CDP in managing customer experience How brands can get the best out of paid, owned and earned media Best practices for…

Scoring Big with Sports Marketing & Sponsorship Sports is big business. Learn how to score at SPORTSMARKETINGxSCIENCE, where the play-by-play will delve into trends, best practices and success metrics. Log-in to view videos and download presentations and the event summary. PwC projects the North American sports market to surpass $80 Billion in revenue in 2022. And that’s just accounting for traditional revenue streams like media rights, tickets, sponsorship and merchandise. Sports Sponsorship revenue alone is expected to reach over 18…

Staying Competitive in Today’s Shifting Retail Consumer Landscape Log-in to view videos and download presentations. Shopper marketing change is rampant! The good news: disruption is creating opportunities – not just challenges – and the industry is responding with new approaches to increase market share and revenue. Leading brands are engaging consumers and building growth. Industry experts from advertising, agencies, media, research/data companies shared insights, solutions and case studies on July 9 in Chicago. Together they delved into a range of…

AUDIENCExSCIENCE, the agenda-setting conference on audience growth and measurement, gathers a cross section of industry leaders to address today’s measurement and growth challenges, while bringing the future into sharp focus. Log-in to download presentations and view videos. AUDIENCExSCIENCE in the News: Read the latest coverage. 2019 Featured Speakers Included Rick Welday President, Xandr Media, AT&T’s Advertising Company Lisa Howard SVP, Advertising & General Manager, Media, The New York Times Sara Fischer Media Reporter, Axios Radha Subramanyam, Ph.D. EVP, Chief Research…

At SXSW on March 13 the ARF presented a one-day Think Tank: Solving Problems in Cross-Platform Advertising to address the cross-platform challenges confronting our industry. Renowned critical thinkers from agencies, media companies, measurement organizations and trade groups shared their perspectives, insights, and endeavors. Log-in to view videos and download presentations. Here are some highlights: How ad agencies are balancing the needs of brand advertising with the complexity of buying targeted audiences. How major independent  measurement companies are keeping up with the explosion…