On April 26, 2022, the ARF Offline-Online Metric's Working Group brought together three marketers to discuss their needs and priorities on online-offline metrics, exploring current topics such as reconciling digital and traditional metrics, emergence of new currencies, first-party data/identity resolution, and the advent of streaming. Working Group Chair Charles Buchwalter moderated a dynamic discussion with guests Christine Beaufait (Cross-Brand Program Manager, GM), Karen Chisholm (Transformation Analytics Director, Pernod Ricard), and Jeremy Wasson (Global Media and Data - ROI Engine Sr. Director, PepsiCo).
The ARF hosted its annual audience measurement conference, AUDIENCExSCIENCE, on April 12-14, 2022. The industry’s biggest names and brightest minds took part in spirited discussions and shared their latest work on the industry’s most pressing issues, such as the transition to a multi-currency market, measurement and media predictions and generational marketing.
On April 7, the Women in Analytics Group held a mentoring meet-up about strategies for managing internal and external relationships. Ramla Jarrar, Founder & CEO of Mass Analytics and Therese Glennon, VP at Bristol Myers Squibb, shared best practices for building and maintaining relationships in-person and remotely. After the mini talks, each speaker met with half of the attendees and then switched groups to meet with the other half of the attendees.
Changes in privacy legislation, the deprecation of the third-party cookie, and new rules on Google and Apple platforms have set the stage for the impending data disruption in the advertising industry, as outlined in IAB’s State of Data 2022 report and OptiMine’s overview on Google Topics. Both presentations and the subsequent panel discussion in this Insights Studio session emphasized the unavoidable impact the loss of individual tracking will have on measurement and attribution and urged marketers to act quickly to prepare for the effects on revenues.
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, Ricardo Dalmas, VP, Consumer & Marketplace Insights at Nestlé, gave us a glimpse into his career, talked successes and challenges, and shared tips specifically for Young Pros.
On March 16, 2022, the ARF Cultural Effectiveness Council hosted a discussion on bias in the algorithms and models used by organizations, particularly those in advertising and marketing, to make selection or recommendation decisions. Speakers from Publicis Media, Twitter, Wunderman Thompson, Cassandra, and the University of Southern California shed light on why this issue arises, what its effects can be and how to contend with it. The session was moderated by Council Co-Chair Janelle James of Ipsos.
At the ARF’s Shopper 2022 event, which took place virtually over March 8-9, speakers discussed the evolving consumer purchase journeys, the rise of the retail media networks, and how marketers and retailers are leveraging data and technology to gain better consumer insights as well as close the loop on measurement.
See the 2022 highlights:
Do digital voice assistants make website navigation easier? Not necessarily, according to this MSI working paper. Researchers found that a sense of “social presence” created by such assistants can evoke social norms. And so, these devices can in fact predispose consumers to more prosocial behavior, such as donating to important causes and tipping.
