Cross-Platform Measurement Council

Council Objectives

The Cross-Platform Measurement Council seeks out best practices in cross-platform measurement by exploring and reporting on information from providers of cross-platform measurement, identity resolution, and attribution research about their methods, capabilities, and challenges. The council surveys relevant providers, issues reports, produces industry reviews, and hosts panels and events where research and measurement providers and their clients can present their approaches.

Research & Past Event Highlights

Adapting to a Leaner Data Environment:Attribution Working Group Panel at DATAxSCIENCE

Vijoy Gopalakrishnan, SVP and Principal for Product Development/Data Analytics at the Media Center of Excellence at IRI, and Nancy Smith, President and CEO of Analytic Partners, shared the results of data loss experiments by the ARF’s Cross-Platform Measurement Council’s Attribution Working Group. They were then joined by Paul Donato, Chief Research Officer at the ARF, to discuss the impact of these findings. View Video

MTA: Marketers Talk Attribution – Presented by: The ARF Cross-Platform Measurement Council

It’s one thing when marketers talk about doing multi-touch attribution (MTA). It’s another when they share what leads to – or detracts from – successful implementation. AIG, Coca Cola, HSBC, Johnson & Johnson and Miller Coors discussed working within their organizations to generate and apply actionable marketing attribution results. MTA expert Alice Sylvester of Sequent Partners leads them in discussion, focused on how they have evolved people, processes and technology to achieve their goals. View Videos

Taking Stock of Online-Offline Metrics: Working Group Panel at AUDIENCExSCIENCE
The ARF’s Cross-Platform Council’s Online-Offline Metrics Working Group aimed to create the definitive overview of current leading approaches to integrating the measurement of online and offline. In pursuit of this goal, the group surveyed eight companies about the media they track and the metrics they use. The Council found that there are lot of metrics but not much overlap. In this session, Nielsen, Alphonso, Samba TV, GfK MRI, Simmons Research, and comScore presented on their respective cross-platform offerings and methodologies. They also addressed top issues and challenges in cross-platform measurement. Read more

Case Studies

Case Studies from ARF Cross-Platform Measurement Council Attribution Showcase. The day before the ARF AUDIENCExSCIENCE Conference in 2018, the Attribution Working Group put together a showcase of multi-touch, attribution case studies. Companies were invited to submit their own and after a careful curation process, eight were selected to present their submissions. An enlightening panel discussion after each four presentations followed, moderated by Alice Sylvester of Sequent Partners.

Analytic Partners – Download Case Study – View Video
C3 Metrics – Download Case Study – View Video
Concentric – Download Case Study – View Video
IRI – Download Case Study – View Video
Marketing Evolution – Download Case Study – View Video
(m)Phasize – Download Case Study
Neustar – Download Case Study – View Video
Visual IQ – Download Case Study

Working Group Missions

Identity Resolution

Provide understanding of how companies connect different digital devices to unique users and households – from planning to activation to measurement – including limitations and potential concerns associated with each use case. Analyze the technical perspectives of deterministic vs. probabilistic matching through an open dialogue on how to balance accuracy and scale. Collaborate with other industry bodies, including but not limited to IAB, MMA, NAB; connect with key players, address challenges and possible solutions.

Online and Offline Measurement

Establish an overview of leading approaches to integrate measurement of online and offline media at both the aggregate and individual level. Identify appropriate common metrics to describe behavior, online and offline.

Attribution

Conduct research on how multi-touch attribution can allocate credit across channels (as opposed to attributing conversion across touchpoints within a single channel) and understand the challenges of attribution modeling and the ways the results are applied today.