Randomized controlled trials remain the gold standard for measuring advertising effectiveness, but they are often too costly and complex to deploy across every campaign. This MSI Working Paper introduces Predicted Incrementality by Experimentation (PIE), a new framework that uses data from a limited set of experiments to predict causal advertising effects for campaigns that are not directly tested. The research demonstrates that PIE can dramatically outperform traditional attribution metrics, offering marketers a practical way to scale causal measurement without scaling experimentation itself.
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Marketing effectiveness analytics is undergoing a profound transformation. As marketers face growing complexity across channels, data sources and consumer journeys, artificial intelligence is accelerating the shift from retrospective measurement toward dynamic, decision-oriented systems. This paper examines a decade of innovation in marketing analytics, highlighting the rise of integrated measurement frameworks, experimentation, machine learning and emerging AI-powered modeling approaches that promise to reshape how organizations understand and optimize marketing performance.
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At this event, members of the ARF Organizational Insights Council presented the results of 21 in-depth interviews (IDIs) with industry leaders that they had conducted from June to November 2025. The purpose of these IDIs was to gain an understanding of the “how” and “why” behind industry shifts uncovered in the Council’s third Organizational Benchmark Survey in 2024. The five Council members – Council Chair Susan Pizarro (Dynata) and Council members Shelley Yang (Ipsos), Remy Spoentgen (Nielsen), John Baro (Transunion), and Maris Cohen (Blackstone), revealed insights on the trends impacting the evolution of insights and analytics team such as the breaking down of silos, shifting roles and responsibilities, and the impact of AI on work distributions and teams.
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The ARF’s 2025 Research Reports & Resources compendium brings together the most important thinking shaping advertising research today—from AI and privacy to media planning, attention and brand strategy. Spanning dozens of studies, reports and expert perspectives published by the ARF in 2025, this collection provides marketers and researchers with a practical, forward-looking view of how data, technology and consumer behavior are redefining the discipline.
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