Leveraging Data

Discover the latest and most impactful research on leveraging data analytics to generate business insights here. All the research listed comes from the ARF or one of its subsidiaries: The Journal of Advertising Research (JAR), the Marketing Science Institute (MSI) or the Coalition for Innovative Media Measurement (CIMM). Feel free to bookmark this page, as it will be updated periodically.

How to Calculate Reach and Frequency Using Virtual IDs (VIDs)

Current existing methods used to calculate reach and frequency of a campaign or media schedule are known to have deficiencies in measuring cross-device ad exposure. Restrictions to protect digital privacy complicate cross-platform exposure measurement even further. Multiple global research organizations have turned to a concept known as “virtual people,” to overcome these limitations in order to produce aggregate reach and frequency estimates. This report by the ARF Analytics Council provides a foundational overview of VIDs for a broad audience, providing ARF members with a stronger understanding of this vital topic.

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Retail Media Networks, Generative AI Top JAR’s Industry-Informed Research Priorities

  • JOURNAL OF ADVERTISING RESEARCH

Retail media networks, generative AI across creative, market research and trust, ad effectiveness and attention: These are among the topics highlighted on the Journal of Advertising Research’s list of 2024 research priorities. The list is a result of one-on-one interviews with advertising professionals by Editor-in-Chief Colin Campbell, who asked: "What are your biggest needs and challenges?"

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How to Leverage the Video Game Ecosystem for Marketing Analytics

  • MSI

Online video gaming is a channel that has grown significantly in popularity in the last decade and the trend is likely to continue. Due to a massive group of highly engaged gamers, marketers can use this channel to understand this segment and their needs much better. However, this ecosystem, along with providing unique opportunities, also comes with unique challenges. This Marketing Science Institute (MSI) working paper offers a roadmap.

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Data Pooling could Reinvigorate Online Display Ads

  • MSI

Buying online display ads in bulk through online exchanges makes it difficult to ascertain the effectiveness of such ads, a situation that’s less than ideal. This is especially true for new websites. One proposed solution is to pool data across advertisers and publishers. Doing so while running matching simulations can substantially improve the welfare of such ads for advertisers, publishers and networks, too.

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MSI Blue Ribbon Report Preview Charts the Future of MMM

  • MSI

The practice of marketing mixed modeling (MMM) is increasing, research finds, partially because of the implementation of privacy restrictions. Today, finding appropriate providers to optimize marketing investments remains challenging. This was the impetus behind the Marketing Science Institute (MSI)’s Blue Ribbon Report on MMM. This free preview of the full white paper outlines what best practices to employ in a rapidly changing landscape. It identifies challenges for MMM veterans and ways to meet them. It also introduces executives to the opportunities that exist when introducing MMM into their firm. The report preview provides a brief overview of the top-level findings found in the full report, which is only available to MSI members.

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Brands Should Do More to Protect Their Image Online, Study Shows

  • Journal of Advertising Research

Brand safety is a hot topic in programmatic advertising, which is lauded for its efficient distribution but comes with big risks—particularly the unfiltered placement of digital ads next to negative content. New research offers empirical evidence of such risks, including damage to consumers’ perceptions, and calls for brands to do more to protect themselves.

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Systematic Sensemaking Offers Unique Insights into Market Experiences

Many researchers struggle with developing and writing about their work in a way that is relevant to advertising and marketing practices. This article offers a process—a toolkit of sorts—for crafting qualitative research that is both accessible to industry readers and impactful to the practices of advertising and marketing. A webinar link featuring the authors presenting their findings is also provided for members in the summary below.

What Brands Did in 2020 & the Impact on Market Share

  • ARF ORIGINAL RESEARCH

This multi-year project’s objective is to understand how brands reacted to the events of 2020 and what the long-term implications were. In that fateful year, brands encountered a pandemic-driven recession, lockdown and periods of social unrest, along with the impact of economic stimulus, leading to the current state of inflation. Questions this study looks to address include, what happens to a brand’s market share if it goes “dark.” Was this different than previous recessions? How long was recovery? Did small brands take advantage of inexpensive media and if so, how did this affect their market share? Findings from the initial year are now available.

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