Privacy
Many consumers are concerned about marketers’ access to their data (as shown in ARF studies with a new report being released soon). Read more »
marketing analytics
Optimizing Marketing Strategies
Like “Better Measurement” issues, since the early days of marketing, this has been a topic that always requires a fresh look. Given the fast changes in all relevant factors, this is true now more than ever.
AI’s Impact on Marketing
Arguably, this emerged only in 2023 as a top research issue. AI is likely to play a major role in many of the topics discussed below, such as research quality, marketing strategies, measurement and attention metrics.
- 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.
Member Only Access
- 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 Access
- Research & Data Quality
- Article
Navigating the Evolving Media Landscape
The media landscape continues to evolve, arguably at a faster rate than ever. Leading media and measurement experts presented research-based insights on how viewers use different forms of TV/video on various platforms. Attendees joined us at the Warner Bros. Discovery Studios in California and via livestream to understand the latest data and discussions of the data’s implications.
Member Only AccessAI, Chatbots and Market Research
While the impact of AI and chatbots on advertising is widely discussed, there has been less focus on their role in marketing research. MSI events and an MSI working paper have addressed the issue and reached noteworthy conclusions. Read more »
- Analytics & Data Science
- Article
What are the Drivers Behind Metric Use in a Global Setting?
Marketers are under increasing pressure to be accountable for their actions. Using metrics is a big part of how they justify their decisions across the organization. Increasingly, firms are becoming global entities. Yet, there is little to no research looking into what drives metric use across countries. Researchers in this study analyzed over 4,000 marketing mix decisions in 16 countries. Their report offers important insights for top executives who want to understand what is driving downstream managerial metric use.
Member Only AccessMODERATED TRACK DISCUSSIONS: Understanding Audiences
In a follow-up discussion for the “Understanding Audiences” track, Havas Media’s Peter Sedlarcik delves deeper into the ways the panelists are measuring for their clients, from the challenges of creating custom platforms and how technology’s rapid advances are affecting how they reconcile data, to balancing rigorous methodology with dynamic measurement approaches.
A Holistic Measurement Journey
Change has been the only constant of the past 18 months, but for brands that know how to adapt, this change represents opportunity. Holistic measurement – from understanding incremental impact across channels to building in considerations for macro factors like consumer behavior shifts and the pandemic – is key to sustained growth.