Attendees joined us on September 10 for an Insights Studio on the latest in Marketing Mix Modeling (MMM). Panelists shared proven strategies for implementing and optimizing MMM and revealed valuable insights into best practices and real-world case studies to help build, power, and calibrate MMMs.
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On August 1, participants in the 2024 ARF Women in Analytics mentorship program heard tips about how to grow and maintain their relationships. Our partner, Jamie Thomas, Co-Founder of Cophi, revealed the methodology behind the survey, explaining how and why they were matched. Plus, a panel of Mentors/Mentees from last year’s program shared their experiences and provided ideas for building a strong mentoring relationship.
Member Only AccessAt the 2024 Cannes Festival of Creativity, Les Binet and Karen Nelson Field argued that the advertising industry has an ageism problem. Concurrently, a new study by GfK demonstrates that many stereotypes about consumers 50+ are inaccurate.
Does Maslow’s hierarchy of needs still describe Gen Z consumers’ needs? These researchers updated the classic model to explore how our need for safety, belonging and identity have evolved in the 21st century.
Explore the impact of racial minority representation in TV advertisements on consumer choices in the mortgage market in this new MSI working paper. The study employed a double machine learning model to control for high-dimensional video and text features, ensuring robust estimates. Its findings reveal that higher minority presence can significantly increase TV advertising effectiveness.
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On June 25, OptiMine dove into the specifics of Google’s privacy changes and revealed how these changes will impact the marketing and measurement landscape. Traditional forms of measurement will no longer be viable as privacy-driven data loss continues to diminish accuracy, coverage and reliability. Attendees gained applicable strategies on how their brands can adapt before it’s too late.
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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.
Member Only AccessThe ARF’s Knowledge Center recently analyzed all the information requests received by members. Their analysis provides insights into ARF member companies’ priority issues.
Uncover the intricate dynamics of fusion metaphors in health advertising and their paradoxical effects on consumer attitudes. This article reveals how combining elements from diverse domains can alternately attract and mislead, shaping public perception in unforeseen ways.
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On May 9th, the ARF Young Pros hosted an event focused on data privacy and the implications of a cookieless future. Cole Strain from Samba TV started the event with an overview of data privacy fundamentals and the impending changes due to the deprecation of cookies. This was followed by a panel discussion featuring experts from Snapchat, Comscore, and Google, moderated by one of our Young Pros Advisory Board Members, Gillian Kenah from Tracksuit.
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