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Analytics & Data Science

Findings from the 2nd Annual ARF Privacy Study

What has changed in the last year about U.S. consumers’ time spent on digital devices, the data they are willing to share, their understanding of websites’ privacy policies, and their trust levels? The ARF 2nd Annual Privacy Study answers these questions overall and for a number of population segments.

ARF: How to Improve Digital Targets

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.

Are Data Challenges Killing ROI Models?

  • Gian Fulgoni
  • JOURNAL OF ADVERTISING RESEARCH

Marketers have hit a wall in their ability to accurately measure ROI across their media mix—a result of limited access to consumer data by walled gardens such as Google, Facebook, and Amazon, as well as privacy constraints. Author Gian Fulgoni suggests two paths analysts can pursue to address this.

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How Data Science Is Upending the Ad Profession

  • John Deighton, Harvard Business School
  • JOURNAL OF ADVERTISING RESEARCH

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.

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Reducing Time to Insight Through AI

  • Ben Royce, Head of Performance Data Science, Global Agency, Google.
  • Based on the ARF 11/8/18 Leadership Lab

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.

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How Marketers Use AI to Navigate the Consumer Journey

  • Jan Kietzmann, Jeannette Paschen, and Emily Treen
  • JOURNAL OF ADVERTISING RESEARCH

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.

 

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