predictive analytics

Is Privacy Vs. Personalization a Zero-Sum Game?

  • MSI

While privacy regulations such as the European Union’s General Data Protection Regulation (GDPR) can potentially benefit society, they must strike an effective balance between firms’ need to target their messages and consumers’ need for privacy and security. Modeling “what if” scenarios can help marketers and policymakers find that equilibrium.

Member Only Access

Attribution & Analytics Accelerator 2022

The boldest and brightest minds joined us November 14 - 17 for Attribution & Analytics Accelerator 2022—the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. Experts led discussions to answer some of the industry’s most pressing questions and shared new innovations that can bring growth to your organization.

Member Only Access

FORECASTING 2022: How Can Scenario Planning Improve Agility in Adjusting to Change?

On July 12, 2022, forecasting, and product experts shared frameworks and strategies for participants to consider as they plan amid disruptions in the industry. Presenters discussed techniques marketers could use to drive consumer action and advocacy — as well as econometric models for search trends, insights on holistic analytics programs, reflections on gold standard probability methods — and new forecasting techniques in the wake of the pandemic and more.

Member Only Access
  • Article

The Exploding Complexity of Programming Research, and How to Measure It, When Content is King

Programming researchers are not getting the data they need to make informed decisions and Joan FitzGerald (Data ImpacX) uses streaming’s complex ecosystem to explain the conundrum facing programmers. Key insights into monetization and performance are not supported despite the inundation of new forms of data, leaving programmers without a comprehensive picture of their audience. Together with Michael McGuire at MSA, Joan outlined a methodology funnel that combined 1st, 2nd and 3rd party data to create equivalized metrics that, once leveraged, could meet critical programming research demands.

Member Only Access

Forecasting Post-Pandemic Business Recovery


At ARF’s DATAxSCIENCE 2021, experts in forecasting and scenario planning presented the latest research and insights on understanding which changes in consumer behavior and attitudes will help shape the post-pandemic recovery. They also shared examples of different research methods and models to tap into these signals. Enjoy this recap of our DATAxSCIENCE 2021 event. Key takeaways, the full event video, and presentations are available for ARF members: If you are interested in becoming a corporate member, please contact New-Member-Info@thearf.org. LOGIN TO ACCESS

Member Only Access

How Marketers Use AI to Navigate the Consumer Journey

  • Jan Kietzmann, Jeannette Paschen, and Emily Treen

As the consumer journey becomes increasingly complex, many marketers are turning to artificial intelligence to decipher it. But how does it actually help them be more effective at understanding and reaching consumers at different stages? A trio of academics explained how AI is transforming advertising.  

Member Only Access