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Past Event Highlights

Promoting Inclusion — Real Leaders, Real Actions (Event Summary)

  • Women in Analytics

The third and final WIA event of the year addressed the importance of diversity and inclusion initiatives, especially in 2020 when faced with health, economic and social crises. Speakers shared what their companies have done as research leaders, some of the challenges they faced, and the steps they have taken to build a better workplace by promoting diversity and inclusion. Editor’s Note: The full summary is available to members only.

Member Only Access

Future-Proofing Marketing Measurement in an Era of Privacy, Pandemic and Data Decline (Event Summary)

  • ARF VIRTUAL INSIGHTS STUDIOS

At this ARF Insights Studio, Matt Voda – OptiMine’s CEO, discussed strategies to future-proof marketing performance measurement for the years to come. Voda discussed the many changes placing marketing measurement under great pressure –  the pandemic, technology industry changes, emerging consumer data privacy regulations, and loss of identity data and tracking. Voda shared success stories from leading brands that have adapted their marketing measurement approaches to successfully navigate this complex environment and provided insight on how attendees could do the same in their own organizations.

Member Only Access

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.

Member Only Access

Young Pros: The Year Ahead – Expert Predictions for 2021 (Event Summary)

  • Kelsey Hanlon, Manager, Data & Analytics, TVision, and member of the ARF Young Pros Advisory Board

The ARF’s Expert Predictions for 2021 centered around predictions for the new year in advertising. Before we looked ahead for what is to come, the moderator and Young Pro Advisory Board Member Charlotte Lipman looked back at 2020 to summarize the impacts on advertising this past year. To no surprise, Covid-19 had the largest impact on the industry.  As Charlotte stated, the “pandemic has become personal” and has affected everyone on an emotional level as well as a professional level. Social Justice movements across the nation put a spotlight on brands in 2020, and many consumers felt as though brand’s actions were inauthentic. While major social issues were brought to the forefront, Covid-19 also sparked a change in consumer behavior. Screen time was at an all-time high and convenience for consumers became more important than ever before. 2020 was a reactive year, but in 2021 the industry needs to become more proactive.

Member Only Access

JAR Best Papers: Digital Video vs. TV Ad Spend, and Context Effects in Advertising (Event Summary)

  • Insights Studio

At this Insights Studio, JAR Best Paper winning authors discussed their findings on allocating spending across digital video and TV advertising, and the impact of media context on advertising memory. A Q&A panel then applied these insights to the industry and today’s marketplace. Guest panelist JAR Editor-in-Chief John Ford flagged topics of interest for future submissions to the Journal, including artificial intelligence, neuro-based analyses of effectiveness, cross-platform research, and the impact of Covid-19 on advertising.

Member Only Access

Building Brands: Psychological and Media Drivers of Marketing Effectiveness (Event Summary)

  • THE ARF & IPA

Building successful brands require a deep understanding of why consumers behave the way they do and the associated media drivers. The Advertising Research Foundation and the IPA /EffWorks Global 2020 partnered to share our most relevant research, case studies and keynotes from Marketing Effectiveness leaders. Editor’s Note: The full summary is available to members only.

Member Only Access

The Power of Influencer Marketing (Event Summary)

  • ARF VIRTUAL SALON SERIES

From stars with massive followings to micro and nano influencers, companies are allocating large parts of their budgets towards influencer marketing. According to Mediakix, the estimated total ad spend on influencer marketing is expected to increase to $5-$10 billion dollars in 2020. Industry experts and content creators discussed how to determine the right Influencers with whom to align their brand and the pitfalls of influencer fraud (and how to avoid them). Note: The full summary is available to members only.

Member Only Access