As the consumer journey becomes increasingly complex, many marketers are turning to artificial intelligence to decipher it. But how does it actually help them be more effective at understanding and reaching consumers at different stages? A trio of academics explained how AI is transforming advertising.
Member Only Access
The ARF has announced two new efforts to tackle data quality questions:
Data Labeling Initiative – with the ANA’s Data Marketing & Analytics division, the IAB Tech Lab, and the Coalition for Innovative Media Measurement (CIMM).
Data Validation Initiative – independently conducting research to determine whether surveys can be used to measure the accuracy of those targets.
Need a one-page overview on a topic of interest? Look no further. The brand new CMO Briefs offer one-page on key research, white papers, and more need-to-know summaries. Check out what’s available.
What constitutes today’s “Mad Men” (or Women)? Clearly, data-driven marketing communications and customer management have changed the ad profession. But in the future who’s going to do the actual work of marketing, and which institutions will dominate? Harvard’s John Deighton dissects a media world dominated by the Internet’s “walled gardens,” IT consultants, and unrecognizable ad firms.
Member Only Access
Where is Google focusing its AI efforts in advertising? What learnings have emerged from their work? Find out what Ben Royce, Head of Performance Data Science, Global Agency, at Google shared on these topics.
Member Only Access
How did NASCAR evolve its approach to data and analytics to drive success? Norris Scott, Vice President of Analytics & Insights, shared practices and tactics that are fueling fan base growth and boosting sponsor revenue.
In marketing, AI is a term that is applied to several very different techniques and functions. However, the bigger questions are: how do you best implement AI, and what are the commercial solutions?
Member Only Access
Looking for a guide to present data in a digestible and engaging manner? Noted Expert Lea Pica demonstrated how to make data-centric presentations compelling with advice on best practices, skills, and data visualization techniques.
Member Only Access