ARF Attribution Accelerator 2022 – Best Presentations

The ARF Attribution Accelerator is a highly anticipated annual event that brings together marketing and advertising experts to share their insights and best practices for attribution and measurement. The 2022 event was no exception, featuring a lineup of top-notch presentations that explored the latest trends and innovations in the field. In this article, we take a closer look at the best presentations from the ARF Attribution Accelerator 2022, highlighting key takeaways and providing insights into the future of attribution and measurement in marketing. From advanced measurement techniques to cutting-edge technologies, the presentations at this year’s event offered a wealth of knowledge for marketing professionals looking to stay ahead of the curve in their field.

The 2022 ARF Attribution & Analytics Accelerator, programmed by Jim Spaeth and Alice K. Sylvester from Sequent Partners is the only event focused exclusively on attribution, marketing mix models, in-market testing, and the science of marketing performance measurement.

Experts led discussions to answer some of the industry’s most pressing questions and shared new innovations that can bring growth to your organization.

Todd Kirk, Co-Founder of Provalytics and Founder of Middlegame presented with Sameer Kothari, Global Media Measurement and Real Time Optimization Director at PepsiCo on Harnessing the Full Potential of Marketing Mix Models: How Attention, Creative and Audience Personalization can Drive ROI.

Their presentation focused on how PepsiCo reinvented the use of marketing mix modeling and developed a proprietary system called the “ROI Engine” which measures the ROI of full funnel marketing campaigns and informs annual plans with its channel level predictive engine.  Working with Todd and Middlegame, PepsiCo developed a leading indicator system to predict the ROI outcomes of digital campaigns based on attention, creative, and audience mix.

As the Lead Architect of the Provalytics AIM platform, Todd Kirk has again demonstrated the flexibility of Bayesian Seemingly Unrelated Regressions (BSUR) to drive business results for complicated, disconnected consumer journeys.

Besides the presentation from our Co-Founder, here are 3 presentations which blew us away:

    1. How to Cut Waste and Fuel Growth with Incrementality-Based Attribution
      Calculating the incremental contribution of paid media to business outcomes can finally tell marketers which half of their advertising is being wasted. This session will discuss the importance of measuring contribution vs. attribution and illustrate the concept of incrementality. Be privy to several real-life examples, showing how incrementality testing informs cross-channel media strategy and drives better business outcomes.
      Ian Yung — Vice President of Growth, Tonal
      Trevor Testwuide — CEO, Measured
    2. Audi Switzerland Integrates Attention Metrics & AI into Programmatic Bidding to Drive Business Outcomes
      Audi Switzerland partnered with Adelaide to explore whether AI and ML-based solutions can augment – and potentially replace – existing programmatic algorithms by valuing media more accurately. The teams built an AI-powered custom bidding algorithm informed by Adelaide’s AU metric and tested its impact on lower-funnel outcomes compared to standard bidding tactics.
      Learn about the results of our work, explore the value of artificial intelligence and machine learning especially in programmatic media buying, and unpack how Audi Switzerland is building a global strategy around deploying attention metrics.
      Karl Sjulsen — Director, Product & Client Success, Adelaide
      Zach Kubin — Vice President of Sales & Partnerships, Adelaide
      Filip Pujic — Teamleader Digital Marketing, Audi Switzerland
    3. Leveraging Look Alike Models when A/B Testing isn’t an Option
      It isn’t always possible to perform A/B tests when it comes to evaluating the impact of paid media campaigns. Microsoft developed a strategy which matches campaign exposure data with a customer database and then creates “look-alikes“ for non-exposed customers to make audiences as comparable as possible. Lifts in perceptions, behaviors and revenue can then be compared (in aggregate) amongst exposed customers and their non-exposed look-alikes to determine the effectiveness of a campaign.
      Caroline Iurillo — Senior Data Scientist, Microsoft
      Megan Lau — Director, Microsoft

     

    The Attribution & Analytics Accelerator is the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. Experts led discussions to answer some of the industry’s most pressing questions and shared new innovations that can bring growth to your organization.

    Since 2021, the Advertising Research Foundation (ARF) has held the Attribution Accelerator.

    Alice K. Sylvester and Jim Spaeth of Sequent Partners.

    Speakers include Sameer Kothari, Global Media Measurement and Real Time Optimization Director at PepsiCo and Todd Kirk, co-founder at Provalytics.