The ARF’s Attribution Analytics Accelerator recently welcomed Provalytics Co-Founder for a presentation on the latest advancements in attribution technology. In this article, we highlight the key takeaways from the presentation and delve into the importance of attribution in modern-day marketing and advertising efforts.
Todd Kirk, Co-Founder & Lead Architect of Provalytics and Founder of Middlegame presented at the ARF’s 7th annual 2022 Attribution & Analytics Accelerator with Sameer Kothari, Global Media Measurement and Real Time Optimization Director at PepsiCo.
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.
“Harnessing the Full Potential of Marketing Mix Models: How Attention, Creative and Audience Personalization can Drive ROI”, focused on how PepsiCo has reinvented the use of marketing mix modeling and developed a proprietary system called the “ROI Engine.” The “ROI Engine” measures the ROI of full funnel marketing campaigns and informs annual plans with its channel level predictive engine.
At the same time, online media allows for even more comprehensive and granular measurement of the underlying factors associated with media execution and response. This is the “WHY” behind the digital media ROI results.
Working with Todd’s Middlegame, PepsiCo developed a leading indicator system to predict the ROI outcomes of digital campaigns based on attention, creative, and audience mix.
This allows the PepsiCo team to further dissect campaign-level incrementality into the underlying components of WHY.
Now in its seventh year, the 2022 ARF Attribution & Analytics Accelerator is the only event focused exclusively on attribution, marketing mix models, in-market testing, and the science of marketing performance measurement.
The boldest and brightest minds presented at the Attribution & Analytics Accelerator 2022—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.