The Cognition Council of the Advertising Research Foundation (ARF) has performed its own analysis of RMT content codes placed on specific ads, in relation to the IRI sales trends for the brands using these ads. Eleven RMT Motivations were found to together explain 48% of sales. The historic significance of the finding is that it opens up new vistas for the improvement of marketing mix modeling and all other forms of ROAS attribution.
ARF Cognition Council Analysis Finds RMT Creative Codes Explain 48% of Sales
