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.
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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.
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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.
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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, 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.
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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.
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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:
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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.
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The ARF’s Town Hall, Part 2, on the value of time in advertising highlighted the thinking of buy-side leaders, Denise Campbell, Chief Marketing Officer, AbbVie, Joanne Leong, VP, Director, Global Media Partnerships, Dentsu Aegis Network, and Christina (Chrissie) Hanson, Global Chief Strategy Officer, OMD Worldwide on the ideas presented at last week's Town Hall. Additionally, Scott McDonald, Ph.D., President & CEO, ARF, shared findings from an ARF Attention Survey, as well as providing his feedback on the issues and challenges relating to attention metrics. The ensuing discussion focused on the use of attention as a major currency metric and the business implications of the latest time-duration research. Cesar Brea, Partner, Bain & Company, served as the moderator and introduced the Town Hall by discussing the reasons why the industry is very interested in an attention-based currency as a basis for investment.
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