Attendees joined ARF in NYC for two workshops – a morning session tailored for professionals without a background in coding, and an afternoon session for data scientists, analysts, engineers, and other data science professionals – that highlighted how to utilize LLMs to analyze example datasets. Additionally, attendees had the chance to participate in real-time AI tool demonstrations.
Member Only AccessThis report on AI, prepared by the ARF’s research team, recommends using AI for several specific tasks in the research process.
On August 21, experts from Meta and the Kellogg School of Management at Northwestern University shared practical steps to achieve better measurement in an era of evolving data availability. Attendees walked away with new practical approaches for understanding marketing impact – whether they have access to robust experimentation.
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This study explores the potential of generative AI, specifically large language models (LLMs) and multimodal models (LMMs), to revolutionize generational study within consumer research. It examines how these advanced AI tools can enhance various stages of the research process, from idea generation to reporting.
Forecasting is a valuable tool to help businesses reduce risk and operate more effectively and efficiently. At FORECASTING 2024, leading practitioners and academics shared how they are building forecasting models to understand purchase journeys, the impact of major events on businesses and how brands can reach buyers amidst the lack of first-party data.
Member Only AccessNews You Can Use will feature a series on AI prepared by the ARF’s research team entitled, “AI Dos and Don’ts.” In the first report, the team has discovered a few don’ts.
Artificial Intelligence is revolutionizing the way advertisers find and influence consumers, how success is measured, and the strategies and tools used for experimentation. On July 10, panelists from Google and HP led a discussion on the changing landscape of measurement tools, shifting mindsets from precision to prediction, and leveraging AI-driven tools to achieve marketing and business outcomes.
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This comprehensive model accurately predicts sponsorship retention in marketing. Researchers utilized a dataset of over 5,800 sponsorships to identify the key factors that influence sponsor loyalty and longevity.
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On June 26, Sequent Partners, with their panoramic perspective on the most important developments in marketing analytics, analyzed the most disruptive and revolutionary analytic applications and techniques impacting our world. Plus, attendees got a sneak peek of the themes featured in this year’s upcoming Marketing Analytics Accelerator.
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On June 25, OptiMine dove into the specifics of Google’s privacy changes and revealed how these changes will impact the marketing and measurement landscape. Traditional forms of measurement will no longer be viable as privacy-driven data loss continues to diminish accuracy, coverage and reliability. Attendees gained applicable strategies on how their brands can adapt before it’s too late.
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