Article
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WARC Best Practice, August 2019
This article provides marketers with information and guidance about attribution and marketing mix modelling.
Article
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WARC Best Practice, May 2019
Provides an overview of how econometric modelling can help marketers understand how much each media channel contributes and over what timescale.
Article
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Patrik Sahlin, WARC Best Practice, January 2018
Provides advice on attribution modelling which can help marketers understand the factors that contribute towards key performance indicators.
Article
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David Dixon, Sebastian Shapiro and Nicole Wolf, WARC Exclusive, January 2020
Business analytics firm, Marketscience, have conducted a comprehensive economic analysis of the last five major recessions.
Article
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Brian Carruthers, Event Reports, IPA EffWorks, October 2019
Looks at how sportswear brand adidas has evolved its thinking on marketing effectiveness in recent years.
News
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21 October 2019
The number of marketers who plan to use multi-touch attribution (MTA) in their evaluation of consumers’ path to purchase could double within a year, according to a survey by the Mobile Marketing Association.
Research Paper
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Robert Graves, Bernard Brenner and Akaash Nanda, ESOMAR, Congress, 2019
Microsoft, the multinational technology company, set out to model the impact of ad dollars on both sales and various brand perceptions in the same model.
Article
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Stephen Whiteside, Event Reports, IAB NextGen Marketing Summit, June 2019
Bayer, the pharmaceutical company, is bringing programmatic advertising in-house through a two-year program that scales back agency involvement in this discipline over time.
Research Paper
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Rob Sanders, Michelle Grushko and Nathaniel Greywoode, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019
Twitter, the social media platform, studied the effectiveness of creative assets and what exactly advertisers need to do to succeed on the platform.
Research Paper
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Praveen Tripathi and Derrick Gray, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019
Broadcast Audience Research Council (BARC) India, an industry body, developed a Viewer Attribution Model (VAM) to convert household level Return Path Data (RPD) into individual viewership data.
Research Paper
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Robert Stratton and Dirk Beyer, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019
Neustar, a technology company, conducted a series of sensitivity analyses on a regression-based data science operation, using data drawn from three different synthetic domains and connected by a synthetic Identity graph.
Research Paper
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IAB Europe Research Awards, Winner, Advertising Solutions, 2019
Co-op, the supermarket, used AI and machine learning to optimise its data collection so it can make strategic changes seamlessly and continuously in its campaigns in Denmark.
Article
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David Ward, ANA Magazine, June 2019
Looks at how brands determine the role each consumer touchpoint plays on a path to purchase.
Article
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Amit Chaubey, Sachin Sharma and Dhruv Chadha, WARC Exclusive, May 2019
FMCG marketers in APAC can use marketing science to extract more efficient investments in digital media, especially when resources are constrained.
Opinion
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Ben Samuel, May 2019
Ben Samuel explains how multi-touch attribution helps agencies increase transparency, differentiate their offering, and build stronger client relationships.
Article
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Josef Hrebik and Brent Chaters, WARC Webinars, April 2019
Provides results from a first-of-its-kind study conducted by Accenture and thinktv, which measures the effectiveness of media channel spending on driving sales in the Canadian market.
Article
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Geoffrey Precourt, Event Reports, ARF AUDIENCExSCIENCE, April 2019
The Advertising Research Foundation (ARF), the industry body, believes that real progress is being made in tackling some of the biggest problems facing the research industry.
Research Paper
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Kaifeng Zhao, Seyed Hanif Mahboobi and Saeed R. Bagheri, International Journal of Market Research, Vol. 61, No. 2, 2019, pp. 195-209
This article examines and proposes several attribution models that quantify how revenue should be attributed to online advertising inputs.
Article
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IAB, October, 2018
Notifies buyers in the US on the benefits, opportunities and processes for conducting attribution studies within the confines of Addressable TV/VOD and OTT/CTV.
News
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15 February 2019
Marketing-mix models face a variety of challenges in achieving true accuracy, including the prevalence of walled gardens and the challenges posed by social media, a paper in the Journal of Advertising Research (JAR) has argued.
Article
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John Dawes, Rachel Kennedy, Kesten Green, and Byron Sharp, International Journal of Market Research, Vol. 60, No. 6, 2018, pp. 611-620
The contribution of regression analysis (econometrics) to advertising and media decision-making is questioned and found wanting.
Research Paper
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Tahir M. Nisar and Man Yeung, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 399-413
Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail.
Article
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Gian M. Fulgoni, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 390-393
This article examines marketing-mix models and how data issues are limiting marketers’ capabilities. As the Internet grew in the nineties, challenges emerged for the availability of causal data that fueled marketing-mix models, as it created difficult-to-measure touchpoints.
Research Paper
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Seyed Hanif Mahboobi, Mericcan Usta and Saeed R. Bagheri, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 414-422
Attribution modeling (AM) has a crucial role in measuring the impact of advertising inputs in driving actions (clicks, conversions, purchases, homepage visits, etc.).
News
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07 December 2018
A new study in the Journal of Advertising Research (JAR) offers valuable insights into the impact of search, display and programmatic ads on conversion, based on a campaign that reached approximately 120 million users.
