ARF’s annual AUDIENCExSCIENCE conference showcased the most urgent challenges and recent breakthroughs in audience measurement. Industry leaders gathered in NYC March 18-19 to examine the rapidly changing intersection of AI, marketing, media, and consumer insights. As AI shifts research workflows, alters measurement systems, and changes consumer behavior, we explored new insights on how audience measurement is adapting to rapid change. Read the executive summary of the conference and the top presentation highlights here. For detailed key takeaways of each session, see below.
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Companies run many marketing experiments, but most A/B tests are analyzed independently—limiting what firms can learn about how customers respond to interventions over time. This research introduces a hierarchical Bayesian framework that integrates data from many experiments simultaneously to estimate customer-level responsiveness to marketing. Using large-scale field experiments, the model decomposes treatment effects into customer, campaign and timing components and uses these insights to improve targeting decisions. The results show that most variation in marketing effectiveness comes from persistent differences in customer responsiveness, enabling firms to better identify who to target and when.
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The number of DigitalMVPDs that use the Internet to provide video content and other services continues to grow. Ad agency OMG and digital MVPD company Roku surveyed over 5,900 DMVPD users and learned insights about their attitudes on a wide range of topics, such as advertising, how they feel about their service, and what key factors affect their choosing a specific DMVPD.
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Relevant key performance indicators (KPIs) have become increasingly important over the last decade for evaluating the impact of marketing and media spending. Today, numerous companies offer products that measure “ROI” and “lift,” But, for many, it is difficult to differentiate them. This prompted the Online-Offline Metrics Working Group of the ARF’s Cross-Platform Measurement Council to create: The Guide to Lift and ROI Measurement Products. This comprehensive report highlights the product offerings of 27 companies in the space.
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