I am really excited to be joining the ARF at this critical moment in our industry. In the last several years I have been working with new forms of data, techniques and problems to solve. I hope these experience help to bring value to our members’ experience and the insights they derive from membership.
It is a great privilege and fantastic opportunity to serve as Chief Research Officer for the ARF. This organization has an incredible history of accomplishment and service. I look forward to working with the ARF team in this role to tackle some of the critical issues facing advertising today.
We are standing in the center of the industry at a time when it needs science and insights now more than ever. From cross-platform to omnichannel, we face increasingly complex decisions that would have been unimaginable just a few years ago. The industry needs a strong scientific and independent partner with the depth of the ARF to guide it through these complex decisions.
To help navigate this complexity, the ARF is developing and curating content for our members, that addresses comparability of consumer and media metrics, research quality, and 21st century data, analytics, and technology.
We are conducting critical original research to guide ARF members through the use of the many new methods and the meaning of the numerous new data sets that we’re constantly seeing.
The ARF is collaborating with other industry organizations to define scientifically based standards, and continues to be the standard-bearer of measurement and research.
Can anyone doubt this is the most exciting moment in our industry? I don’t!
I look forward to working with you, through our councils, conferences, and in-person.
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