Stay Tuned – ARF+SXSW 2020
In a statement released on March 6, 2020, SXSW announced that the city of Austin, TX, had cancelled all SXSW March events. It said in part:
“We are exploring options to reschedule the event and are working to provide a virtual SXSW online experience as soon as possible for 2020 participants.”
Thus, the ARF’s full-day program, originally scheduled for March 17, 2020, will no longer be taking place. We will keep you informed of any further updates.
Do not hesitate to contact us with any questions or concerns: email@example.com
We are creatures of habit. Developing habits and then sticking with them is part of our human DNA. We employ shortcuts, otherwise known as heuristics, which provide us with actionable outcomes to help us to reach a decision. Short attention spans coupled with extensive choice make it difficult for brands to gain consumer awareness and loyalty. How can brands embed approaches in their communication about products that form habits and encourage shifts in customer behavior?
Marsha Lindsay – CEO, Lindsay Foresight & Stratagem
Julie DeTraglia – VP and Head of Research & Insights, Hulu
Moderator: Scott McDonald, Ph.D. – President & CEO, ARF
Head vs. heart? It’s heart when it comes to making brand decisions – people rely on emotions rather than information. What does marketing (and other science) tell us about how to activate emotions and identities in ad creative? What are the latest developments in neuroscience and what do they tell us about consumer psychology and decisions?
Chuck Hemann – Head of Digital Analytics, W2O
Joline McGoldrick – SVP, Data Insights and Research, VidMob
Orlando Wood – Chief Innovation Officer, System1 Research
Moderator: Abby Hollister – President, Ameritest
Technology is changing creative in new ways resulting in less conventional advertising. Recently Chase reported that ad creative generated by artificial intelligence had dramatically out-performed competing creative generated by human experts. And in an effort to appeal to younger consumers, agencies are crafting creative to appear more authentic via influencers, the use of handheld cameras and selfies. What does the future of advertising look like?
Kerry Benson – Content Analytics Practice Lead NA Kantar Analytics, Kantar
Michael Joffe – Global Head of Brand Solutions, YouTube
Samantha Moore – Director of Market Research, Microsoft
Moderator: Fotoulla Damaskos – SVP – Strategy & Innovation, National Research Group
An impulse purchase is based on “want” vs. “need.” It’s driven by a consumer’s aspiration and often a previously unrecognized desire. Conversely, a considered purchase usually requires research and analysis and a larger investment of time and money. What are the best engagement techniques for both types of purchases? How many points of interaction, and frequency, are considered optimal? What kind of media pairs best with impulse purchases? How can you effectively differentiate your campaigns based on these goals?
Karen Nelson-Field – Founder and CEO, Amplified Intelligence; Professor of Media Innovation, University of Adelaide
Emmanuel Probst – SVP, Brand Health Tracking, Ipsos; Author of Brand Hacks: How to Build Brands by Fulfilling the Human Quest for Meaning
Moderator: Jane Clarke – CEO, Managing Director, CIMM
Big data, gathered through clickstream, transactional, POS, CRM and location, helps us understand human actions and behaviors. Small data, gathered through primary research including focus groups, ethnographies as well as quantitative survey research, helps us understand the attitudes, motivations and emotions behind behaviors. How do successful brands combine both data sets in order to predict customer behavior? How do they infuse the voice of the customer in the process?
Kendra Clarke – VP of Data Science and Product Development, sparks & honey
Robin Opie – GVP: Data Science, Oracle
Moderator: Paul Donato – Chief Research Officer, ARF