Managing risk and forecasting in an age of uncertainty

EffWorks Global 2022

New evidence from the US. Scott McDonald, President of the Advertising Research Foundation (ARF) in the US shares the highlights of recent studies: Search as predictor of category demand; use of scenario planning techniques to manage risk; shoring up modelling data after data loss from privacy restrictions, cookie deprecation, pandemic induced channel shifts, or other disruptions.

Last updated 01 May 2024