The Marketing Analytics Accelerator – the only event focused exclusively on attribution, marketing mix models and the science of marketing performance measurement – returned for its ninth year on November 13. The industry’s boldest and brightest minds joined us in NYC to share their latest innovations and case studies that will improve your business outcomes.
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Despite massive growth driven by significant investments, retail media performance measurement still falls short in many areas. On October 15, OptiMine and Best Buy dove deep into the use of incrementality measurement for retail media, how it works and why it is so unique in the RMN space. Attendees explored why (and how) some of the world’s largest brands have embraced it for improved success.
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On November 7, the ARF Creative Council held an immersive event exploring the powerful role of sound in branding. At this event, the Council unveiled its thoroughly-researched white paper on sonic branding. Members of the Council provided a preview of the white paper. They covered what sonic branding is, how it has evolved, how it works at a neurological level, how leading brands have successfully used sound to build and reinforce brand memories, and how brands can get started on their sonic branding. Practitioners of sonic branding revealed how they go about creating sonic signatures and even played a possible sonic signature of the ARF. The event began with a quiz in which 10 audio clips were played and the audience was asked to identify the brand associated with each sound.
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On November 20, the ARF held a workshop exploring prompts, personas and how to use AI responsibly. This dynamic event, designed for advertising and marketing professionals looking to explore the evolving landscape of AI-powered research, provided insights into prompt crafting. Participants also gained a deeper understanding of the promises and pitfalls of using personas in AI-powered advertising and marketing research.
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Social media has transformed how people communicate, access information and shop. Despite its widespread use, digital content remains inaccessible for blind and/or deaf consumers due to missing or inaccurate accessibility features like alt text and closed captioning. This study examines the utilization and accuracy of these features on social media platforms and highlights the challenges vulnerable consumers face.
The findings reveal that many social media posts lack proper accessibility features, resulting in lost opportunities for consumers and organizations. The study emphasizes the need for proactive interventions and changes in public policy to enhance digital accessibility for all users.
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This study investigates how the adoption of GPT-4, the first paid GenAI service, influenced early adopters' payments to other digital services. The research provides insights into the payment behavior of early GPT-4 adopters and how it might help calibrate investor expectations of the GenAI market. The study uses a difference-in-differences approach to analyze payment data and offers a comprehensive view of the impact of GPT-4 on consumer payments for other digital services.
The findings suggest that early GPT-4 adopters were significantly more likely to pay for other AI tools like Github Copilot, which offers coding assistance. The study also highlights the potential of GenAI services to replace traditional web-based search tools and automate various service industries.
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3/25-26, NYC
