big data

KaH: The 2019 Organizational Benchmark Survey, The Advertiser Report

• Posted: March 31, 2020

Advertising and market research have seen tremendous changes in the last couple of years. As a result, ARF members have been inquiring about different aspects of these changes, from what to call their departments to what tools and techniques are considered best practices. For instance, should it be called a “research department,” “data science” or “customer experience” department? Is it better to have a centralized or decentralized structure? Do such departments provide positive ROI, according to stakeholders? And should they use R, Python, SPSS or SAS?  Read more.

• Analytics & Data Science
• Article

The 1st Annual Organizational Benchmark Survey—Advertiser Report (Summary)

The Organizational Benchmark Survey investigates the changes in advertising and marketing research over the past two years. This is the first of an annual series. The advertiser report covers a variety of subjects, including the name of advertisers’ research departments and their structures, spending and KPIs, what skills researchers need and what tools they employ, and even how satisfied they are with their department. Editor’s Note: The full report is available to members only.

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• Posted: March 12, 2020

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• Targets & Segments
• Article

Social-Media Marketing and More

• JAR (59, 4) December 2019 Summary

In the December issue of the Journal of Advertising Research, a special section addresses critical issues in social-media marketing. Empirical findings make contributions to both research and practice, from Superbowl TV/online advertising strategies to conversation metrics. Among other articles, trust in digital marketing is top of mind, and in China, TV commercials benefit from prior online exposure, but not vice versa. How do U.S. consumers perceive scientific claims made in cosmetics ads? Read on!

• Creative & Branded Content
• Article

Big Data Shows How Brands' Facebook Posts Generate eWOM

• Taemin Kim (Incheon National University) Hyejin Kim (DePaul University), Yunhwan Kim (Hankuk University of Foreign Studies)
• JOURNAL OF ADVERTISING RESEARCH

Research analyzing how a brand’s Facebook posts can generate e-word of mouth (eWOM) has often relied on content analysis and users’ motivations. A new study offers a big-data approach for predicting the impact of a post’s unique features on eWOM activity, with some unexpected outcomes.

• Research & Data Quality
• Article

5G Evolution and How It Will Supercharge AI

• SALON SERIES

5G is becoming a reality. The resulting data explosion will create new opportunities and challenges, as the industry strives to capitalize on enhanced connectivity and capacity. Learn what experts from Magid, Google, Ericsson Emodo, and Xandr Media said about the next technological wave.

• Targets & Segments
• Article

Findings from the 2nd Annual ARF Privacy Study

What has changed in the last year about U.S. consumers’ time spent on digital devices, the data they are willing to share, their understanding of websites’ privacy policies, and their trust levels? The ARF 2nd Annual Privacy Study answers these questions overall and for a number of population segments.

• Research & Data Quality
• Article

Reciprocate on Shared Data, or Lose Customers

• Natasha Hritzuk
• JOURNAL OF ADVERTISING RESEARCH

Customer concern about the lack of control over the ownership of their data has generated new challenges for companies to create meaningful and easily understood data policies. A WarnerMedia (formerly Turner) study revealed what customers are willing to share—and why companies that reciprocate by explaining the benefits of sharing can minimize the risk of losing customers.

• Analytics & Data Science
• Article

How Marketers Use AI to Navigate the Consumer Journey

• Jan Kietzmann, Jeannette Paschen, and Emily Treen
• JOURNAL OF ADVERTISING RESEARCH

As the consumer journey becomes increasingly complex, many marketers are turning to artificial intelligence to decipher it. But how does it actually help them be more effective at understanding and reaching consumers at different stages? A trio of academics explained how AI is transforming advertising.  

• Analytics & Data Science
• Article

Get the Intel on Artificial Intelligence in Advertising

• CMO BRIEF

In marketing, AI is a term that is applied to several very different techniques and functions. However, the bigger questions are: how do you best implement AI, and what are the commercial solutions?