What is Attribution & Analytics Accelerator?
Attribution & Analytics Accelerator is a rigorous four-day forum focused exclusively on attribution, marketing mix models, and the science of marketing performance measurement. Several brilliant personalities made an appearance to share the most recent industry advancements – genuine contextual analyses were enhanced with thorough conversations. The Accelerator included prominent specialists and advertisers on the bleeding edges; they discussed new arrangements and addressed unmet technical needs.
The event, which was organized by Advertising Research Foundation (ARF) and Sequent Partners, was held online, on November 16th, 17th, 18th, and 19th, 2020.
Our Attribution & Analytics Accelerator Experience:
The event covered a broad range of topics that we believed were exactly targeted to what we do at MASS Analytics. This experience allowed us to get diverse opinions from various experienced professionals.
• Day 1: Accelerating Modeling: The Full Value of Marketing Investments
o MICROSOFT: Realizing the Full Value of Advertising: A Granular Marketing Mix Modeling Success Story.
Microsoft’s marketing assessment frameworks have been balkanized with independent achievement measures; they have been obtained from isolated frameworks; and are overseen by separate research teams. The presentation was about how they combined measurement systems to understand holistic ad ROI using a multi-dimensional & integrated model framework.
o MAZDA: Generating and Disseminating Analytics Insights to Maximize the Full Value of Marketing for Brand Growth.
The challenge was about creating foresight for Mazda marketing. They collected analytical insights from different carlines and markets to optimize their resource allocations across upper and lower funnel strategies.
o CHURCH & DWIGHT: How Trojan Harnessed Its Full Marketing Horsepower. Through a complete and comprehensive analysis of the brand, Keen and Trojan established a continuous optimization system to inform ongoing decisions.
o COTTON, INCORPORATED: Measuring MORE of the Marketing Metrics that Matter.
Multiple KPIs at Cotton reflected the influence of marketing on consumer behavior. Cotton extended their marketing measurement to explain this reflection further. As a result, they allocate their marketing investment and communicate to their stakeholders, more effectively, about the performance of their results.
o NIELSEN: Brand Stability in Unstable Times: Managing Your Marketing for the Long-Term. The challenge is to find the equilibrium of protecting brand equity while driving immediate growth—all in an exceptionally unsure worldwide economy. This is conceivable with the right mix of proven band, outcome metrics, and normative benchmarks to fuel the full-funnel marketing plans.
• Day 2: Accelerating Data Science
o IAB/CADILLAC: Driving Campaign Effectiveness in a Cookieless World. The guarantee of truly accountable media is being undermined. Companies are going towards different solutions to get ready for a cookieless world, such as improving first-party data and privacy-first approaches. Tech solutions are being developed to improve measurements across multiple channels, platforms, and devices.
o REGIONS BANK: Cross-Channel Audience Impact Based Planning with Incomplete Consumer Data. Regions Bank leveraged an innovative solution allowing to build, recommend and target audiences based on media impact without identity resolution. This solution enables consumer-level effectiveness measurement despite from incomplete data.
o CIMM: Getting Attribution Right: An Exploration and Best Practices for Television Data Inputs in Attribution Modeling. Most of the time, diverse data streams favored by leading modelers lead to significantly different results and business decisions. CIMM tried to unpack this data issue and find out about what really drives the difference in attribution results.
o ANA/AIMM: Remove Blindfold Before Targeting! Attributing conversions to a consumer segment without knowing their identity can be a challenge for targeting, and a threat to the validity of multicultural attribution and analytics. While this study focused on multicultural identity, this is equally problematic for any customer segment.
o ANALYTIC PARTNERS: The Next Evolution of Analytics for Decisioning.
Organizations are threatened by the data apocalypse, with its limited consumer tracking and data access. The ideal would be to continue to make decisions based on accurate insights. Analytics Partners highlighted the most current advancements in measurement, and how some of the smartest brands are moving toward the time of data deprecation.
• Day 3: Accelerating Analytics-Driven Business Results
o KROGER: Adaptive Analytics for Speed to Insight and Real-Time / Right Time Decisioning. Kroger aimed to transform its business through data analytics and change management. To bring a new strategy to life, Kroger built-up blocks of success with:
- Data, to make the most informed decisions.
- Analytics, to connect the dots between data.
- People, to establish trust and take action.
- Technology, to gain fast and accurate insights.
- Action, to demonstrate how changes were driving growth and allowing the programs to thrive.
o AXA: Machine Learning Models for Underwriting and Pricing Around the World. AXA has been building and deploying machine-learning-enabled models for underwriting and pricing. To do that, they are utilizing internal data merged with third-party data. Using their predicted views and recommendations, they can action to increase profitability.
o CITI: A True Story of Unified Analytics. Analytics can act as a way for brands to make smarter business decisions. Brands can use the insights from analytics, mix it with other research as necessary, then implement those findings in the market and continuously adjust their strategy.
o KELLOGG: Leveraging the SuperLearner’s Counterfactual for Scenario Planning. Kellogg is leveraging a method to estimate sales with, and without, advertising for every household. It shared insights about which groups of homes would be the ideal target, and an estimate of the return they could provide.
o iSpot.tv — K12: Combining real-time TV tracking and mixed models to double TV ROI. The challenge faced by K12 was to measure the long-term impact of TV ads, which implied varying coefficients, massive volumes of data, and challenging complexity. To defeat these difficulties, K12 combined real-time TV tracking data with traditional marketing mix models to measure varying and long-term TV ad effectiveness, and ultimately double the ROI of national TV advertising.
• Day 4: Accelerating Recovery
o MOLSONCOORS: Analytics During the Pandemic — Unearthing Inherent Consumer Behaviors and Business Building Opportunities. Due to COVID, many CPG categories saw a significant increase in sales. Marketers are questioning the necessity of advertising since products are flying off the shelves by themselves. They are also questioning the relevance of ad optimization. MolsonCoors and IRI answered these questions, through attribution analysis of select brand campaign performance in the recent past.
o ESTEE LAUDER COMPANIES: COVID-19 Recovery — Analytic Insights to Business Actions. Predictive analytics were leveraged to know about consumer intended future behaviors. Estee Lauder developed forecasts for the beauty category and key sub-categories for the next 5 quarters, based on predictive analytics and forecasting.
o GSK: New to Brand Buyer Insights; Advanced Analytics for Creating Engagement and Retention Strategies. GSK compared between current brand buyers and new-to-brand buyers that bought their products at the start of the pandemic. By identifying similarities and differences in terms of demographic, product purchase, and media use characteristics, GSK was able to retain those audiences with custom creative.
o CHICK-FIL-A: Rapid Experimentation and Analyses Fuels Rapid Marketplace Response. While most restaurants have faced difficulties due to COVID-19, some have had opportunistic success. CHICK-FIL-A highlighted what sort of analytics the restaurant business needs now, and how media should adapt to the situation.
o OPTIMINE — Forget Everything You Thought You Knew: Adapting Attribution for the Pandemic