predictive analytics

The Seven Answers Every CMO Should Demand

The Seven Answers Every CMO Should Demand

On January 23, Ken Roberts, Founder and President of Forethought™, Mary Wilson Avant, Senior Consultant of Forethought™ and Elizabeth Windram, EVP, Marketing & Communications of CLEAR discussed the seven answers every CMO should demand, ranging from predicting change in market share, creating internal alignment between marketing and the rest of the organization, how generative AI can be leveraged, and more. Currently this content is only available to event attendees.

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2023 Attribution & Analytics Accelerator

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.

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A Peek Behind the Curtain at How AI Judged the David Ogilvy Awards

A Peek Behind the Curtain at How AI Judged the David Ogilvy Awards

  • Summary by Alexander Cammy, Creative Council Young Pros Officer

During this ARF Creative Council event, the Council further explored the results of the AI model experiment to predict the winners of the 2023 ARF David Ogilvy awards, building on the initial presentation of these results at the Creative Effectiveness Event.  Council Member Pedr Howard (Ipsos) presented additional results now that the actual winners are known.  Lynnete Wong (Oglivy) of the 2023 Grand Ogilvy Award winning team talked about the kinds of research her agency undertook to develop the winning campaign for Samsung.  The two of them then joined a panel with Council member Belle Frank (VMLY&R) to discuss the implications of the experiment and the growing role of AI in advertising and advertising research.  Council Member Bill Day (Magid) moderated the panel.

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How Do You Stimulate Great Creative and Measure It?

How Do You Stimulate Great Creative and Measure It?

  • CREATIVE EFFECTIVENESS 2023

At our second annual Creative Effectiveness event, industry visionaries discussed the perspectives, theories, and resources they employ to develop and measure great creative. Attendees joined us in New York City or via livestream to hear fresh insights on the advertising landscape: from using AI as a stimulus for creative to extracting behavioral data and using that to try and inspire creative. Immediately after, we honored the teams behind insights-driven advertising with the ARF David Ogilvy Awards ceremony and dinner. The Gold, Silver and Bronze winners were announced, as well as the reveal of this year’s prestigious Grand Ogilvy Award recipient.

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FORECASTING 2023: Managing Risk — How Businesses Can Get Better Visibility into the Near and Long-Term Future

  • Posted: July 26, 2023

Managing business risk involves having a rational, data-driven view of the future while simultaneously being as prepared as possible for external shocks — from a global pandemic and the ensuing supply-chain disruptions, to inflation, data signal losses, war, and great power competition. At our annual Forecasting event, held virtually on July 18, leading experts shared how businesses can adapt forecasting techniques to manage risk.

How Businesses Can Get Better Visibility into the Near and Long-Term Future

How Businesses Can Get Better Visibility into the Near and Long-Term Future

  • FORECASTING 2023

Managing business risk involves having a rational, data-driven view of the future while simultaneously being as prepared as possible for external shocks — from a global pandemic and the ensuing supply-chain disruptions, to inflation, data signal losses, war, and great power competition. At our annual Forecasting event, held virtually on July 18, leading experts shared how businesses can adapt forecasting techniques to manage risk.

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Forecasting Outcomes for Optimized Impact in a Time of Uncertainty

  • Posted: June 26, 2023

Mark Wilson, Associate VP at Analytic Partners, advocated the value of scenario planning for businesses. Scenario planning is particularly helpful for new product launches, forecasting the impact of price increases, and budget planning.  The keys to their success are that they be data-driven, collaborative across functional teams, ongoing, and iterative, with continuous updating of inputs.  A successful scenario planning framework defines success criteria, identifies performance drivers — both controllable and non-controllable — and incorporates critical business dynamics.  Marketing drives 15% to 30% of sales, more for some businesses, and companies that adopt data-driven simulations can drive much more growth than companies that do not.

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