A weekly round-up of the industry’s top stories and research curated by the ARF.
At our recent event, presenters focused on the limits of marketing mix models (MMM), as well as solutions to overcome their limitations to improve forecasts.
The Wall Street Journal has compiled a list of “the best marketing books.” They are mostly critical of advertising. Read more »
While the impact of AI and chatbots on advertising is widely discussed, there has been less focus on their role in marketing research. MSI events and an MSI working paper have addressed the issue and reached noteworthy conclusions. Read more »
As part of its Attention Measurement Validation Initiative, the ARF has issued a comprehensive literature review. Read more »
A new study indicates that most measures of brand trust are flawed because they are based on questionable assumptions about consumers’ understanding of “trust”. Read more »
A new report by Meta explores the value of offsite data to advertisers in an evolving digital ad ecosystem.
The ARF Analytics Council has explored the use of Virtual IDs (VIDs) for cross-media measurement and offered a non-technical approach during our virtual event, “A Layman’s Guide to Cross Media Reach & Frequency Measurement Using Virtual IDs.” Read more »
Marketing Books – Summer Reading Suggestions Read more »
A podcast series highlights the career paths and achievements of media researchers. Read more »