Which is more efficient when it comes to advantageous decision outcomes, marketing-mix metrics or financial metrics? Researchers in this award-winning MSI working paper investigated this question, basing their research on a behavioral framework and statistical model. On average, according to their sample, marketing-mix metrics are more effective than financial. Even so, managers seem more eager to use financial metrics, possibly, because they are easier to understand across the organization.Member Only Access
At our first ARF Women in Analytics Mentoring Meet-Up of the year, we heard from three industry trailblazers on the “what”, “why” and “how” of their careers. Colleen Funkey of The Estée Lauder Companies, Gloria Cox of The Cambridge Group and Renata Policicio of WarnerMedia reflected on their unique journeys and shared the steps they took and lessons they learned. From what inspired them to originally go into market research to how they now navigate their careers at a senior level, speakers gave attendees advice on what they can do to ensure their careers are satisfying and successful. Attendees also participated in small breakout groups with the speakers to connect, ask questions and share their own personal reflections.Member Only Access
The Organizational Benchmark Survey investigates the changes in advertising and marketing research over the past year. This is the first of an annual series. The consultancy report covers a variety of subjects, including the names of their research departments and their structures, whether they are centralized or decentralized, their spending and KPIs, what skills researchers need and what tools they employ, and how satisfied they are with their department.
The second installment of the ARF Cultural Effectiveness Council’s Navigating the Messy Middle series -- which focused on the workplace experiences and strategies of mid-career professionals from diverse communities -- hosted two successful executives who have developed their careers in the advertising and media industries.Member Only Access
The Organizational Benchmark Survey was developed to examine the dramatic changes taking place in advertising and marketing research organizations in recent years. Developed by the ARF Analytics Council, last year’s survey produced a set of reports covering the advertiser, agency, research company, media & entertainment and consultancy sectors. The ARF also released access to the raw data for members to interrogate themselves via our interface. (Note, you must download the free Tableau reader before doing so. Find instructions on how to do so here). These reports and the database have been helpful to members in understanding how their organization compares to others in their sector, with respect to management of the insights and data analytics functions.Member Only Access