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Analytics & Data Science

RCT21: Advancing Cross-Platform ROI Analysis (Event Summary)

  • INSIGHTS STUDIO SERIES

The ARF, in collaboration with 605, Central Control and Bill Harvey Consulting, is championing a research initiative designed to establish methods for applying randomized control testing (RCT) to cross-platform advertising impact analysis. The proof-of-concept study, named RCT21, applies experimentation methods to measure incremental ROI of large ad campaigns run across multiple media channels at once, including addressable linear TV and multiple major digital media platforms.  Editor’s Note: The full summary is available to members only.

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Key Planning Tool Gets a Facelift for the Digital Age

  • JOURNAL OF ADVERTISING RESEARCH

A key planning tool that is widely used by advertising professionals for strategic and creative guidance, is seriously out of date, according to a forthcoming Journal of Advertising Research study available online on the JAR’s Digital First platform. Researchers in Japan and South Korea propose a refresh to the Foote, Cone & Belding (FCB) grid, created in 1980, to reflect current-day products and consumers’ online purchase decisions.

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Precision Marketing for Precision Medicine (Event Summary)

  • WEDNESDAY WEBCAST

This webcast presented by W2O Group brought together experts from Swoop and IPM.ai, Takeda and Twitter Client Solutions – Health to discuss some of the new methods and technologies that are making precision marketing possible for health care companies—especially the use of clinical and claims data to identify and target both HCPs and consumers with relevant marketing while protecting patient privacy and HIPAA compliance.  Editor’s Note: The full summary is available to members only.

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What Will Replace the Third-Party Cookie?

  • Paul Donato, Chief Research Officer

Several forces have culminated in the end of the third-party cookie. If DMPs and attribution as we know them go away, what will replace them?
ARF CRO Paul Donato, drawing on a number of original ARF research initiatives, issues this report covering privacy’s impact and many other factors driving the end of third-party cookies.

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Marketing Through Change (Event Summary)

  • WEDNESDAY WEBCAST

Presented by Neustar, this webcast presented information on the future of marketing and how measurement, media, and identity will need to adjust to changes brought on by the end of cookies and the COVID-19 pandemic. We shared real-life examples of how to build sustainable measurement practices that will persist despite the imminent changes to the marketing world.

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Novel Approach Improves Marketing Survey Data Accuracy

  • WEDNESDAY WEBCAST

How can advertisers, media companies and market researchers acquire highly accurate consumer survey data, in order to make informed business decisions, without depleting their budget? Sure, everyone would like to utilize probability sampling, but the cost is out of reach for most. However, non-probability, opt-in, online samples are nowhere near as accurate.
Editor’s Note: The full report is available to members only.

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Conducting Research During (and After) the COVID-19 Crisis (Event Summary)

  • VIRTUAL INSIGHTS STUDIO SERIES

All three of the companies represented in the session conduct continuous market research and monitor how the COVID-19 pandemic has affected recent respondent behavior, introduced biases or required wholesale changes in data collection methods. For the most part, they reported sufficient continuity providing reassurance that market research has remained resilient and continues to provide insights for marketer decision making. Editor’s Note: The full report is available to members only.

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