data analytics

Predicting Attention to Advertising Through Machine Learning

Privacy regulations have served as the impetus for a renewed interest in contextual targeting. To be effective, an ad must be related to its context but different enough to stand out. This working paper from the Marketing Science Institute (MSI) at the ARF presents a comprehensive model leveraging eye-tracking data and XGBoost algorithms to forecast the effectiveness of ad placements in real time.

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How to Calculate Reach and Frequency Using Virtual IDs (VIDs)

Current existing methods used to calculate reach and frequency of a campaign or media schedule are known to have deficiencies in measuring cross-device ad exposure. Restrictions to protect digital privacy complicate cross-platform exposure measurement even further. Multiple global research organizations have turned to a concept known as “virtual people,” to overcome these limitations in order to produce aggregate reach and frequency estimates. This report by the ARF Analytics Council provides a foundational overview of VIDs for a broad audience, providing ARF members with a stronger understanding of this vital topic.

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ARF Attention Measurement Validation Initiative: Phase 2 Report

  • ARF ORIGINAL RESEARCH

Explore the latest findings from the ARF Attention Measurement Validation Initiative. The phase two report is a comprehensive examination of various attention measurement methods used in creative testing. It concludes with reflections on the challenges of attention measurement, as well as some suggestions for advertisers on how to choose and evaluate attention measurement providers.

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Future-Proofing the Analytics and Insights Function

  • By Chenyu Wang
  • ANALYTICS COUNCIL

On February 6, Analytics Council Organizational Working Group members Shelley Yang (Director, Insights Activation at Ipsos Creative Excellence) and John Baro (Manager, Market Research & Insights at Spectrum Reach) shared a summary of their learnings from a set of 21 in-depth interviews (IDIs) conducted with ARF members to understand what insights and analytics departments should do to future-proof themselves. Then, a panel of senior researchers -- Helen Katz (EVP, Research at Publicis Media), Michelle Gibb (Vice President, Global Insights & Analytics at Mondelez International), and Jed Meyer (SVP, Media Solutions Leader of Kantar) -- and an industry observer, Simon Chadwick (Managing Partner at Cambiar LLC) joined Shelley to share their perspectives on the topic.  Their conversation was moderated by Steven Millman, Global Head of Research & Data Science at Dynata.  The presentations and panel touched on AI, outsourcing, skill sets, and mindsets.

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Minimizing Risk and Inspiring Innovation When Using GenAI and LLMs

Generative AI (GenAI) and Large Language Models (LLMs) have reached a point in their development where they have become tools so powerful, they will quickly become too important to ignore. Proper use can drive greater efficiency, productivity, better automation and even become new revenue drivers, according to this concise, how-to guide written by Steven Millman, ARF board member and Global Head of Research & Data Science at Dynata. It describes best practices and potential pitfalls in data privacy and security, protecting IP, oversight and more.

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AI Predictions

The New York Times Dealbook made predictions for the “Evolution of AI” in 2024 and 2025. They include increased use of AI in marketing.    Read more »

Opening Stores Can be a Part of a Successful Omnichannel Strategy

  • MSI

Although ecommerce has been touted by some as the way of the future, in fact this Marketing Science Institute (MSI) working paper finds that opening brick-and-mortar stores can in fact be a fruitful part of an overarching omnichannel strategy. If done right, such a move can attract new customers while retaining the engagement of existing ones. Opening locations can increase revenue and customer value by providing customers the in-person, hands-on experience they crave, but these benefits vary across product categories. This paper can help retailers improve their in-store assortments, thereby achieving greater prosperity and success.

Advertising Challenges

Editor-in-Chief Colin Campbell’s editorial, in JAR’s December 2023 issue, outlines challenges faced by advertising practitioners and researchers.

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