data quality

• Article

Measuring Human-AI Societies

• Article

Grounding AI in Human Truth: Getting Simulation Closer to Reality

• Article

Refresh to Impress: Cadence Counts When Refreshing Your Marketing Mix Model

• Article

The Future of IP Address as a Measurement Signal

• Research & Data Quality
• Article

Steering AI Bias: How Persona Prompts Unlock Nuance in Gen AI Responses

• ARF
• Psychology of GenAI

Large language models mirror human cognitive biases—but can those biases be guided? New ARF and MSI research reveals that while loss aversion remains deeply ingrained in AI responses, introducing persona information, such as demographics or personality traits, can increase variability and make outputs more nuanced. For advertisers and researchers, this opens the door to design strategic prompts that spark richer and more nuanced, human-like responses.

• Past Event Highlights
• Article

Marketing Effectiveness Accelerator

The Marketing Effectiveness Accelerator is the only event dedicated exclusively to attribution, marketing mix models, and the science of marketing performance measurement. On November 12, leading experts presented empirically grounded case studies that demonstrate how leading brands are solving today’s toughest challenges.

• Article

From Noise to Signal: When Synthetic Data Adds Real Value

• Article

Managing Product Review in the Age of Gen AI—the Role of AI Detection