teams & talent

How AI Will Make Us Smarter

  • Posted: March 15, 2024

During a recent ARF Town Hall, Professor Russel Neuman explained why he thinks AI will have primarily positive effects. It will make us smarter and more productive. Furthermore, he does not think new regulations are needed to protect humanity from negative consequences of AI development. Read more »

Future-Proofing the Analytics and Insights Function

Future-Proofing the Analytics and Insights Function

  • By Chenyu Wang
  • ANALYTICS COUNCIL

On February 6, Analytics Council Organizational Working Group members Shelley Yang (Director, Insights Activation at Ipsos Creative Excellence) and John Baro (Manager, Market Research & Insights at Spectrum Reach) shared a summary of their learnings from a set of 21 in-depth interviews (IDIs) conducted with ARF members to understand what insights and analytics departments should do to future-proof themselves. Then, a panel of senior researchers -- Helen Katz (EVP, Research at Publicis Media), Michelle Gibb (Vice President, Global Insights & Analytics at Mondelez International), and Jed Meyer (SVP, Media Solutions Leader of Kantar) -- and an industry observer, Simon Chadwick (Managing Partner at Cambiar LLC) joined Shelley to share their perspectives on the topic.  Their conversation was moderated by Steven Millman, Global Head of Research & Data Science at Dynata.  The presentations and panel touched on AI, outsourcing, skill sets, and mindsets.

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The ARF Handbook for Using AI in Advertising Research

The ARF Handbook for Using AI in Advertising Research

Significant developments in AI have occurred in the last two years, allowing it to be used in various places in the advertising industry. One area that has received little attention however is advertising research. Recognizing this, the ARF has conducted a significant number of its own research. The product of this effort is an AI handbook that offers practical advice in several key aspects of using AI for advertising research. Moreover, an interactive function allows experts to leave comments that, once verified, will be integrated into the report, making it a living, breathing document that continues to evolve as AI advances.

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ARF Young Pros Meet-Up

ARF Young Pros Meet-Up

  • Author, Danielle Zito, Ipsos
  • YOUNG PROS

On January 24, young professionals in advertising, marketing, media, and research came together for a unique opportunity for networking, learning, and inspiration. Meghan Brogan of A+E Networks led a conversation with Byron Valverde of 605. As a former ARF Young Pro, Byron walked us through his career journey and revealed the challenges and triumphs that helped him grow and get to where he is now. Attendees both virtually and in-person gained inspiration and applicable advice and had the chance to connect with like-minded peers in breakout sessions.

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AI Predictions

  • Posted: January 18, 2024

The New York Times Dealbook made predictions for the “Evolution of AI” in 2024 and 2025. They include increased use of AI in marketing.    Read more »

Advertising Challenges

  • Posted: January 3, 2024

Editor-in-Chief Colin Campbell’s editorial, in JAR’s December 2023 issue, outlines challenges faced by advertising practitioners and researchers.

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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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