predictive analytics

• Past Event Highlights
• Article

Forecasting Post-Pandemic Business Recovery

• DATAxSCIENCE

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

NYCU: The Promise of AI for Marketing

• Posted: March 3, 2021

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• Analytics & Data Science
• Article

How Marketers Use AI to Navigate the Consumer Journey

• Jan Kietzmann, Jeannette Paschen, and Emily Treen
• JOURNAL OF ADVERTISING RESEARCH

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.  

• Analytics & Data Science
• Article

Get the Intel on Artificial Intelligence in Advertising

• CMO BRIEF

In marketing, AI is a term that is applied to several very different techniques and functions. However, the bigger questions are: how do you best implement AI, and what are the commercial solutions?

• Analytics & Data Science
• Article

How Data Science Is Upending the Ad Profession

• John Deighton, Harvard Business School
• JOURNAL OF ADVERTISING RESEARCH

What constitutes today’s “Mad Men” (or Women)? Clearly, data-driven marketing communications and customer management have changed the ad profession. But in the future who’s going to do the actual work of marketing, and which institutions will dominate? Harvard’s John Deighton dissects a media world dominated by the Internet’s “walled gardens,” IT consultants, and unrecognizable ad firms.

• Analytics & Data Science
• Article

Get the Intel on Artificial Intelligence

Some say Artificial Intelligence is a broad field that includes everything from simple if-then rules for playing Checkers to complex ensembles of deep neural networks for piloting autonomous vehicles. In marketing, AI is a term that is applied to several very different techniques and functions. However, the bigger questions are: how do you best implement AI and what are the commercial solutions?

Get the Intel on Artificial Intelligence

• Posted: September 12, 2018

Some say Artificial Intelligence is a broad field that includes everything from simple if-then rules for playing Checkers to complex ensembles of deep neural networks for piloting autonomous vehicles. In marketing, AI is a term that is applied to several very different techniques and functions. However, the bigger questions are: how do you best implement AI and what are the commercial solutions?  Read More.

The Voice of the Customer Still Matters

• Posted: June 1, 2018

Excerpts from ARF CEO & President Scott McDonald’s Forbes article on the voice of the customer
Market research used to rely primarily upon asking questions. The tools of the trade were surveys, in-depth interviews, focus groups, and some observational techniques derived from academic ethnographies. The best research practitioners refined their questions through experimentation to improve accuracy and reduce potential biases.
Read more »

• Analytics & Data Science
• Article

How AI & ML Are Being Used Now

• Joan FitzGerald, Data ImpacX; Hillary Haley, RPA; Anita Lynch, Disney|ABC Television Group; Alice Sylvester, Sequent Partners; and Audrey Thompson, Oracle Data Cloud

Hot terms or hotly contested terms? Although “artificial intelligence” and “machine learning” (aka AI and ML) are increasingly part of the marketing conversation, experts debate about how extensively they are being used today. See how leading marketers, agencies and researchers define AI and ML and how they are currently applying these concepts to drive business.

Predictive Analytics Can Help Get More Value out of Data – via emarketer

• Posted: October 20, 2016

About half of media executives in North America said they believe predictive analytics and modeling to be one of the most helpful technologies for getting more value out of data. Around 40% said that cross-channel measurement and channel attribution is helpful. And more than a third said that campaign measurement, which includes segmentation and audience selection, was another important technology.

Winterberry Group, in partnership with the Direct Marketing Association (DMA) and the IAB, polled 211 media and marketing executives primarily in North America and asked them to choose the top three technologies that they believe will be most important in supporting their efforts to achieve value from data in the future.