How to Increase Data Accuracy
Data quality and the choice research mode have a large impact on findings obtained through both big data and panels. It is important to be aware of these sources of bias to avoid misleading conclusions.
big data
Better Tools to Optimize Creative
A new white paper outlines how innovative methods offer marketers new research tools that can produce more effective creative in the current marketing landscape.
- Past Event Highlights
- Article
Attribution & Analytics Accelerator 2022
The boldest and brightest minds joined us November 14 - 17 for Attribution & Analytics Accelerator 2022—the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. Experts led discussions to answer some of the industry’s most pressing questions and shared new innovations that can bring growth to your organization.
Member Only AccessARF 2022 Research Initiatives
A recent ARF Research Leadership Committee meeting focused on the ARF’s Research program for 2022. Here are the highlights.
- Creative & Branded Content
- Article
How Does the Digital Environment Impact Advertising Creativity?
Does the digital environment support or constrain advertising creativity? The answer is both. But how? Researchers in Australia relied on two seminal methods—the rigorous Delphi recruitment method through which research queried creative experts worldwide, and the Four P’s model of creativity. These were applied to investigate “place” (the digital environment) and its impact on the remaining P's: process, person and product. What they found was that technology both enhances and represses creativity.
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- Research & Data Quality
- Article
Identity Resolution Group: Demystifying Data Cleanrooms
Data clean room technology has had a place in the advertising ecosystem for years but has become increasingly prominent in today’s landscape where major disruptions in data governance and privacy are emerging. Data cleanroom companies provide environments for two or more companies to share first-party data in a neutral, secure, privacy-compliant manner. They are used for activation, media measurement, and insights. At this event, Working Group Chair Sable Mi (VP of Analytics, Epsilon) moderated a powerful discussion with guests Alya Adelman (Director of Product, Blockgraph), Devon DeBlasio (VP of Product Marketing, InfoSum), Matt Karasick (Chief Product Officer, Habu), and Alysia Melisaratos (Head of Solutions Engineering, LiveRamp) to unpack the value that data clean rooms can provide.
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The Exploding Complexity of Programming Research, and How to Measure It, When Content is King
Programming researchers are not getting the data they need to make informed decisions and Joan FitzGerald (Data ImpacX) uses streaming’s complex ecosystem to explain the conundrum facing programmers. Key insights into monetization and performance are not supported despite the inundation of new forms of data, leaving programmers without a comprehensive picture of their audience. Together with Michael McGuire at MSA, Joan outlined a methodology funnel that combined 1st, 2nd and 3rd party data to create equivalized metrics that, once leveraged, could meet critical programming research demands.
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A Conversation with Horizon’s CEO
Bill Koenigsberg talks about the future of media, the crisis in Ukraine and how Horizon is getting staff back into the office.
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CMO Briefs: Understanding Biases in Panel and Census Research Using AI/ML
Numerous bias types can impact panel and census research. Artificial intelligence (AI) and machine learning (ML) algorithms can perpetuate them. This is true of surveys, panels and the big data sets that are often used to calibrate each other. The following report touches on some of the biases that can occur, where they may affect panel and census research that use AI/ML and mitigation efforts to account for them. Read the article.