The Marketing Effectiveness Accelerator is the only event dedicated exclusively to attribution, marketing mix models, and the science of marketing performance measurement. On November 12, leading experts presented empirically grounded case studies that demonstrate how leading brands are solving today’s toughest challenges.
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Advertisers rely on identity crosswalks as a critical tool for linking identifiers across data sets and platforms without exposing personal information. This white paper from the Identity Resolution Working Group of the Cross-Platform Measurement Council provides a brief practical introduction to crosswalks and how to implement them effectively. It outlines common operational models, covers use cases for brands, agencies and publishers, and addresses accuracy, privacy and match rate considerations. The guide offers advertising researchers and data practitioners clear, actionable steps for navigating the complex identity landscape.
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This Marketing Science Institute (MSI) working paper introduces Inclusive Design Orientation (IDO)—an emerging organizational mindset, as well as a set of practices that help firms design products not only for the “average” consumer, but with consumers who are typically excluded. Through interviews with 27 industry experts across technology, retail and design, this study shows how engaging so-called edge consumers can unlock product innovation, strengthen brand loyalty and expand market opportunities. The study outlines how organizations can embed inclusive beliefs into their development processes, how internal champions drive transformation and why inclusive design is fast becoming a competitive necessity.
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Artificial intelligence is rapidly changing how consumers discover, research and evaluate products, creating a hybrid search ecosystem where traditional engines like Google remain dominant while GenAI tools increasingly shape mid-funnel decision-making. Shoppers turn to AI for clarity, comparison and confidence, yet still validate information before purchase, altering the structure of the journey and the expectations placed on brands. As AI-driven search and shopping become more influential, the implications for marketers and retailers are profound, demanding new approaches to trust, data accuracy, discoverability and optimization for agent-driven environments. This Knowledge at Hand and CMO Brief reports show how AI is reorganizing the consumer path to purchase and what this means for the future of brand visibility and retail marketing.
Non-members can access this content for a limited time after registering for a free account. Click on the “Login to Access,” then “Create an Account.”
Based on two decades of Brand Asset Valuator (BAV) data and a complementary custom study, this ARF Cognition Council report examines why some brands maintain strength over long periods while most decline. The research identifies differentiation, consistency, cultural relevance and sustained visibility as critical drivers of long-term brand resilience in the face of market and consumer change.
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A new Journal of Advertising Research study investigates how music tempo—a ubiquitous but understudied element in video advertising—interacts with regulatory focus to shape consumer purchase intentions. Analyzing 26,025 real-world video ads and running three controlled experiments, the researchers find that fast-tempo music significantly boosts purchase intention for promotion-focused ads, while tempo has no meaningful effect in prevention-focused ads. The mechanism is driven by time pressure and consumers’ reliance on heuristic vs. systematic processing. These findings offer actionable insights for advertisers optimizing creative strategy in short-form video environments.
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