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Analytics & Data Science

Take the 2nd Annual ARF Organizational Benchmark Survey

  • ARF

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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Briggs Nov20 Forecast

  • Rex Briggs
  • Marketing Evolution

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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The Organizational Benchmark Survey Database

  • THE ARF

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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How Facial Expressions Can Predict Ad Sharing

  • Daniel McDuff, Microsoft Research; Jonah Berger, Wharton School of the University of Pennsylvania -- JOURNAL OF ADVERTISING RESEARCH

Why do some ads get shared more than others on social media? This study used facial coding algorithms to quantify the facial expressions of thousands of individuals in response to video ads. The findings help advertisers predict how different emotions influence sharing, and provide a deeper understanding of the complexities between emotion and transmission.

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Attribution Analytics Accelerator (EVENT SUMMARY)

  • ARF & Sequent Partners

The ARF and Sequent Partners paired to present the Attribution & Analytics Accelerator©, a rigorous four-day forum focused exclusively on attribution, marketing mix models and the science of marketing performance measurement. The boldest and brightest minds took the stage to share the latest industry innovations – real case studies were supplemented with in-depth discussions led by moderators who knew what to ask. The Accelerator featured high-profile experts and marketers on the front lines who debated new solutions and addressed unmet technical needs.

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Unified Measurement Showcase (Event Summary)

  • Alice K. Sylvester
  • LEADERSHIP LAB

The ARF’s Cross-Platform Measurement Council Attribution Working Group, chaired by Helen Katz of Publicis, issued invitations to many marketing mix and attribution modelers to share blinded case studies involving unified measurement. The goal was to see unified measurement in action, to see the scope of the analyses and the business results associated with the tool.

The Cross-Platform group reviewed submissions and selected six companies to present their case studies.

Editor’s Note: The full report is available to members only.

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