efficiency

• Research & Data Quality
• Article

The ARF Member AI Workshop

The ARF Member AI workshop introduced members to the potentialities of various AI platforms and tools to boost their work productivity. The workshop covered how LLMs such as Copilot, ChatGPT, Gemini and Claude can be employed in three main areas: presentations and reports, advertising research and meetings. Issues such as privacy and security of using AI, as well as the current limitations and challenges of the technology were also discussed. The hands-on, interactive workshop was an opportunity for all those interested in best practices and guidelines for using AI to learn how to interweave such programs into their daily work processes.

• Research & Data Quality
• Article

A Guide to Validating Marketing Performance Models

Over the last dozen years, marketers have seen numerous analytical models surface to help guide data driven decision-making. Yet, many remain unsure of how trustworthy such models are. That’s why the Attribution Working Group of the ARF Cross-Platform Measurement Council put together this guidebook to help arm all stakeholders with a basic understanding of marketing performance model validation issues. This paper includes a set of considerations and questions that encourage and facilitate dialog between end clients and model providers about the performance of marketing performance models.

Top Trends in Data and Analytics for 2022

• Posted: May 5, 2022

Research and advisory company Gartner shared their insights on top trends in data and analytics technology and practices. These can help anticipate change and transform uncertainty into opportunity, driving new growth and increasing efficiency, resilience and innovation. Read more »