teams & talent

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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Firm Beliefs – How to Shape Your Own Career

On September 20, Bob Pearson, renowned author of “Firm Beliefs,” reflected on his findings working in three Fortune 500 companies and helping build three marketing communications consultancies. A panel of industry leaders drew insights from decades of cross-industry expertise and shared actionable strategies that help leaders facilitate team building.

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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Firm Beliefs – How to Shape Your Own Career

  • YOUNG PROS & WOMEN IN ANALYTICS

On September 20, Bob Pearson, renowned author of “Firm Beliefs,” reflected on his findings working in three Fortune 500 companies and helping build three marketing communications consultancies. A panel of industry leaders drew insights from decades of cross-industry expertise and shared actionable strategies that help leaders facilitate team building.

Member Only Access

ARF, JAR and CIMM News

The ARF released a report on cause-related messaging. JAR research investigates brand safety issues and CIMM announces research into the future role of panels for TV and cross-platform measurement.

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More Summer Reading

The Wall Street Journal has compiled a list of “the best marketing books.” They are mostly critical of advertising.  Read more »

What are the Drivers Behind Metric Use in a Global Setting?

  • MSI

Marketers are under increasing pressure to be accountable for their actions. Using metrics is a big part of how they justify their decisions across the organization. Increasingly, firms are becoming global entities. Yet, there is little to no research looking into what drives metric use across countries. Researchers in this study analyzed over 4,000 marketing mix decisions in 16 countries. Their report offers important insights for top executives who want to understand what is driving downstream managerial metric use.

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Award for JAR Editor

Congratulations to Douglas West, Professor Emeritus at King’s College London and JAR Executive Editor 2008 – 2014. Professor West has received the European Advertising Academy’s Flemming Hansen Award, which honors lifetime achievement in the field of advertising research.

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Courageous Career Moments: Overcome Fears and Bet on Yourself

The June 13th Women in Analytics virtual event consisted of two parts:

1) The rebroadcast of the “Courageous Career Moments: Overcome Fears and Bet on Yourself” recording originally held as an in-person breakfast at AUDIENCExSCIENCE. The panel included Aarti Bhaskaran, Global Lead, Ad Research & Insights, Snap Inc., LaToya Christian, Managing Partner, GroupM, Colleen Funkey, VP, Consumer Insights, The Estée Lauder Companies, Renata Policicio, SVP, Research, Direct to Consumer and Streaming, Warner Bros. Discovery and was moderated by Mary Ann Packo, Senior Partner, Hypothesis Group.

2) The second part of this event was a live panel discussion which included Aarti Bhaskaran, Global Lead, Ad Research & Insights, Snap Inc., LaToya Christian, Managing Partner, GroupM, Divya Kaur, VP, Marketing Science for Kinesso, Siani Kiyonaga, Product Strategy, Senior Manager for Toyota Financial Services and was moderated by Mary Ann Packo, Senior Partner, Hypothesis Group.