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Forecasting Post-Pandemic Business Recovery

  • DATAxSCIENCE

At ARF’s DATAxSCIENCE 2021, experts in forecasting and scenario planning presented the latest research and insights on understanding which changes in consumer behavior and attitudes will help shape the post-pandemic recovery. They also shared examples of different research methods and models to tap into these signals.

Enjoy this recap of our DATAxSCIENCE 2021 event.

Key takeaways, the full event video, and presentations are available for ARF members:

If you are interested in becoming a corporate member, please contact New-Member-Info@thearf.org.

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Moment-to-Moment EEG Metrics Enhance Ad Effectiveness Analysis

  • JOURNAL OF ADVERTISING RESEARCH

A European research team is on a mission to advance the development and use of electroencephalogram (EEG)-based methods for evaluating advertising effectiveness. Although their research leaves open questions, it suggests that recent developments in this area—specifically moment-to-moment EEG-based indicators—provide a clearer view into emotional response and attention to ads than previous EEG methods.

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2nd Annual State of the Research and Analytics Disciplines 2021

  • ANALYTICS COUNCIL

This ARF Analytics Council event presented insights from The Organizational Benchmark Survey on the current state of advertising research and analytics. ARF members were provided the opportunity to gain rich insights from this survey taken by more than 400 ARF members.

The survey results offered a look into the types of skills, tools and techniques currently in demand, the degree to which spending on market research and analytics has changed since the first Organizational Benchmark Survey in 2019, and how the pandemic is still shaping the market research and analytics professions.

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Getting Abandoned Cart Shoppers to Check Out

  • MSI

While ecommerce offers many opportunities, it has its challenges. Case in point, a large number of customers can be found abandoning their shopping carts before checking out. What’s more, retargeting them with ads may not be enough to get them to complete their purchases. If such a tactic were combined with say, a tantalizing promotion, a revisit may occur, which could lead to a search and eventual purchase.

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How Brands Can Use an Endorser’s Smile More Effectively

  • JOURNAL OF ADVERTISING RESEARCH

A study on endorsers’ smiles in service-brand marketing brings new relevance to the slogan, “Service with a smile.” But which type is more effective, broad or slight? Researchers analyzed these two different types of smiles and found that they resonated differently, depending on how consumers relate to other people and the brand. Service marketers can use the study’s methods to more easily develop and test their spokesperson’s smile.

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