Teams & Talent

• Audience & Media Measurement
• Article

What’s the Perfect Synergy Between Employees and Technology?

• CMO BRIEF

Technology is omnipresent in today’s world. Yet, it’s become more difficult to determine what is the best way to utilize it. Businesses want to provide topnotch customer experiences, while maintaining operational efficiency. Customers, meanwhile, require a convenient, responsive, personal experience. So how can companies strike a balance and create the ideal symmetry between employees and technology? The ARF’s Knowledge Center was recently challenged with this question. Here are its findings.

• Article

JAR: Drivers of Creativity within Advertising Agencies

What is the most effective organizational structure for development of advertising campaigns at ad agencies? Analyzing 554 ad campaigns, researchers conducted field interviews with ad-agency professionals at 31 firms representing 75-80 percent of billings for markets in Sydney, Melbourne, and Auckland, leading to further questions on improving structural, creative and strategic outcomes. Read the JAR article.

• Article

MSI: Investigating the Performance of Budget Allocation Rules -- A Monte Carlo Study

In an experimental simulation study, investigates the performance of four marketing budget allocation methods to maximize discounted portfolio profit over a five-period planning horizon. Read the Working Paper.

• Article

MSI: Ethnographic Stories for Market Learning

Examines how ethnography can be implemented, and contributes to market learning, in corporate environments; uses in-depth analysis of two companies and a cross-sectional study of ethnographic projects in several industries, countries, and strategic contexts. Read the Working Paper.