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 »
data analytics
Podcasts Measurement
Podcast measurement needs improvement to ensure growth and profitability, says an audio industry expert.
- Targets & Segments
- Article
Opening Stores Can be a Part of a Successful Omnichannel Strategy
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.
- Research & Data Quality
- Article
Here Are Some Unintended Consequences of Privacy Regulations
The intention behind recent privacy regulations is to protect consumers from unauthorized use of their data. However, this Marketing Research Institute (MSI) working paper finds unintended consequences that are not good for the consumer or the marketplace. Researchers found such regulations reduce satisfaction with search results and increase search costs. The personalization in products and services is thus degraded, as many smaller and midsize firms are no longer able to provide the level of efficiency and personalization they once could. Larger firms, however, benefit from increased search activity which leads to increased purchase activity. As a result, such regulation leads to unintended market concentration.
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- Audience & Media Measurement
- Article
How to Leverage the Video Game Ecosystem for Marketing Analytics
Online video gaming is a channel that has grown significantly in popularity in the last decade and the trend is likely to continue. Due to a massive group of highly engaged gamers, marketers can use this channel to understand this segment and their needs much better. However, this ecosystem, along with providing unique opportunities, also comes with unique challenges. This Marketing Science Institute (MSI) working paper offers a roadmap.
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- Research & Data Quality
- Article
2023 Attribution & Analytics Accelerator
The Attribution & Analytics Accelerator returned for its eighth year as the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. The boldest and brightest minds took the stage to share their latest innovations and case studies. Modelers, marketers, researchers and data scientists gathered in NYC to quicken the pace of innovation, fortify the science and galvanize the industry toward best practices and improved solutions. Content is available to event attendees and ARF members.
Member Only AccessStriking a Balance: Privacy, Personalization & Profit
Modern digital privacy laws, while well-intentioned, carry significant unintended consequences. On September 12, industry experts joined us for a virtual Town Hall and discussed the unintended consequences of privacy regulations on marketers, consumers, the industry and society—as well as shared actionable strategies that can be used to mitigate their impacts.
Advertising Effectiveness: Performance Measurement in the New World of Privacy and Tools
On July 26, measurement practitioners discussed how to adapt to this new era of privacy with tools for measuring ad performance effectiveness. Panelists explored new considerations for existing methods, such as marketing mix modeling (MMMs) and multi-touch attribution (MTAs), and discussed the pros and cons of various privacy enhancing technologies (PETs), including multi-party computation, clean rooms, and more.
- Analytics & Data Science
- Article
Data Pooling could Reinvigorate Online Display Ads
Buying online display ads in bulk through online exchanges makes it difficult to ascertain the effectiveness of such ads, a situation that’s less than ideal. This is especially true for new websites. One proposed solution is to pool data across advertisers and publishers. Doing so while running matching simulations can substantially improve the welfare of such ads for advertisers, publishers and networks, too.
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