The Organizational Benchmark Survey was developed to examine the dramatic changes taking place in advertising and marketing research organizations in recent years. Developed by the ARF Analytics Council, last year’s survey produced a set of reports covering the advertiser, agency, research company, media & entertainment and consultancy sectors. The ARF also released access to the raw data for members to interrogate themselves via our interface. (Note, you must download the free Tableau reader before doing so. Find instructions on how to do so here). These reports and the database have been helpful to members in understanding how their organization compares to others in their sector, with respect to management of the insights and data analytics functions.
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At our recent ARF DATAXSCIENCE event entitled, “The Future of Forecasting,” Rex Briggs of Marketing Evolution gave a fascinating presentation with recommendations on how businesses should conduct their affairs in Q1- Q3 of 2021. “Throughout my career in marketing research,” Briggs said, “I’ve made it a point to study the research designs and analytic techniques of other fields, particularly health care.” Briggs’s unique, cross-discipline approach revealed some fascinating predictions about the end of the pandemic, consumer behavior in the recovery and even some insights into the nature of research and forecasting itself.
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Our first, annual benchmark survey looked into the dramatic changes that occurred in advertising and marketing research organizations from 2018-2019. We have delivered a series of reports: the advertiser, agency, research, media & entertainment and consultancy report. Now, the ARF has released the interactive access via a searchable database. Members can interrogate the data and findings themselves and query segmentations such as job title, category, structure, size and investment trends.
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This Town Hall presented findings from the past nine months of a collaborative Task Force of media industry associations, ad tech firms and measurement companies to standardize ad metadata fields, ad names and file formats across the converging TV and digital ecosystems. Editor’s Note: The full summary is available to members only.
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