A Researcher’s Measurement Concerns
A different perspective on critical measurement issues was offered by Rachel Kennedy during her AUDIENCExSCIENCE presentation: Are we using the measures that actually matter? Read more »
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
Marketers’ Top Measurement Concerns
CIMM: the Coalition for Innovative Media Measurement, has identified critical issues that should be addressed this year. Read more »
Research to Improve AI
Yes, AI is a great tool for marketers. But how can we avoid the “AI Conundrum” – taking advantage of its strengths while avoiding its errors and risks?
AI at a CPG Company
Colgate-Palmolive reveals how AI helps them achieve key objectives and improve processes. They provided insights into the use of AI in marketing at AUDIENCExSCIENCE as well as MSI’s Summit 2024.
The Benefits of Understanding Consumers’ Values
Research has demonstrated that developing messages, creative and targeting based only on demographic characteristics is not optimal. Investing in research on consumers’ values and emotions is likely to increase marketing effectiveness. Read more »
Ad Spend Forecasts
GroupM offered their ad spending forecast during the ARF’s recent AxS conference.
The Value of “Imperfect” Polls
New York Times Chief Political Analyst Nate Cohn explains how we can learn from survey data – even though they are likely to be deeply flawed.
AI’s Impact on Marketing Jobs
Some analysts think that marketing jobs will be less affected by AI than many others. But that doesn’t mean the impact will be small.
How AI Will Make Us Smarter
During a recent ARF Town Hall, Professor Russel Neuman explained why he thinks AI will have primarily positive effects. It will make us smarter and more productive. Furthermore, he does not think new regulations are needed to protect humanity from negative consequences of AI development. Read more »
Top Topics at AxS 2024
Our analysis of the presentations during this year’s AUDIENCExSCIENCE conference shows which issues are marketers’ current priorities.