With the development of emerging technologies like Virtual Reality (VR) and Augmented Reality (AR) in recent years, changes to the advertising and marketing landscapes have followed. Experts from Meta, Snap, Inc. and Influencer joined the Social Council on July 27 to demonstrate what this exciting new medium looks like and expound on what it can do for brands.
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In this Insights Studio, “Professionals are People Too: Uncovering the Role of Emotion, Subjectivity, and Non-Rational Thinking in Professional and B2B Decision Making”, Abigail Ahearn of HawkPartners conducted an enlightening presentation exploring the B2B decision-making process and the implications emotional and cognitive bias can play for B2B marketers and their clients. Abigail then led an insightful panel discussion featuring Beni Gradwohl (Cognovi Labs), Lateef Mauricio Abro (Digitas) and Ryan Boh (Oracle Advertising), where they examined the myth that B2B decisions are typically steeped in rationality. In both the presentation and panel discussion the unique factor in navigating multiple stakeholders in the B2B decision-making process was highlighted. This led to the exploration of the complex factors in negotiating B2B client biases, emotional blockers and the actual "hyper-emotional" component of B2B decision-making. A variety of ideas and solutions on how these biases and emotional blockers can be mitigated were discussed.
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On July 12, 2022, forecasting, and product experts shared frameworks and strategies for participants to consider as they plan amid disruptions in the industry. Presenters discussed techniques marketers could use to drive consumer action and advocacy — as well as econometric models for search trends, insights on holistic analytics programs, reflections on gold standard probability methods — and new forecasting techniques in the wake of the pandemic and more.
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A (virtual) event presented by the ARF’s LA Media Research Council took place on June 15. Titled ”New Research Insights on Viewer’s Behaviors and Attitudes” it featured four presentations focused on issues that the Council had identified as priorities: better data on viewers’ use of media and platforms, the growth of streaming and content discovery and promotion.
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On June 14th, at the ARF’s Women in Analytics event, thought leaders in the research industry shared best practices and inspiration to help attendees gain ground on their thought leadership path.
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As record numbers of people began leaving their jobs in mid-2021, the Analytics Council’s Organizational Working Group wondered how this “Great Resignation” had affected the advertising, media, and research industries. The Working Group partnered with Dynata to conduct a survey to find out.
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The ARF Young Pros 2022 Meet-Up Program introduces Young Pros to industry leaders and fellow research professionals in an environment built for networking. At this event, Suzy Davidkhanian, Head of Retail & Ecommerce Practice & Principal Analyst, Insider Intelligence gave us a glimpse into her career, talked successes and challenges, and shared tips specifically for Young Pros.
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Data clean room technology has had a place in the advertising ecosystem for years but has become increasingly prominent in today’s landscape where major disruptions in data governance and privacy are emerging. Data cleanroom companies provide environments for two or more companies to share first-party data in a neutral, secure, privacy-compliant manner. They are used for activation, media measurement, and insights. At this event, Working Group Chair Sable Mi (VP of Analytics, Epsilon) moderated a powerful discussion with guests Alya Adelman (Director of Product, Blockgraph), Devon DeBlasio (VP of Product Marketing, InfoSum), Matt Karasick (Chief Product Officer, Habu), and Alysia Melisaratos (Head of Solutions Engineering, LiveRamp) to unpack the value that data clean rooms can provide.
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