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Research & Data Quality

Conversations with Great Minds (Event Summary)

  • GREAT MINDS AWARDS

A Covid-era approach to celebrating the Great Minds Awards, Conversations with Great Minds afforded stimulating interviews with the individual winners of the 2020 Erwin Ephron Demystification Award, Josh Chasin, and the first-ever Chief Marketing Officer Award, Greg Lyons. Introduced by ARF President & CEO, Scott McDonald, Ph.D., the festive virtual discussions spotlighted the award winners as great examples of marketers synthesizing data with human intelligence, “sparking” innovation and creativity. Editor’s Note: The full summary is available to members only.

Member Only Access

The State of Insights and Data Analytics Disciplines Today (Event Summary)

  • VIRTUAL INSIGHTS STUDIO SERIES

In 2019, the ARF Analytics Council undertook its first benchmark survey on the operations of research and analytics departments to develop a baseline understanding of the state of the insights and data analytics discipline within the industry today. The survey explored the way in which technology and the advent of new sources of data have transformed the way we work. This Insights Studio presented survey findings and shed light on where the field stands.
Editor’s Note: The full summary is available to members only.

Member Only Access

The Organizational Benchmark Survey Database

  • THE ARF

Our first, annual benchmark survey looked into the dramatic changes that occurred in advertising and marketing research organizations from 2018-2019. We have delivered a series of reports: the advertiser, agency, research, media & entertainment and consultancy report. Now, the ARF has released the interactive access via a searchable database. Members can interrogate the data and findings themselves and query segmentations such as job title, category, structure, size and investment trends.

Member Only Access

RCT21: Advancing Cross-Platform ROI Analysis (Event Summary)

  • INSIGHTS STUDIO SERIES

The ARF, in collaboration with 605, Central Control and Bill Harvey Consulting, is championing a research initiative designed to establish methods for applying randomized control testing (RCT) to cross-platform advertising impact analysis. The proof-of-concept study, named RCT21, applies experimentation methods to measure incremental ROI of large ad campaigns run across multiple media channels at once, including addressable linear TV and multiple major digital media platforms.  Editor’s Note: The full summary is available to members only.

Member Only Access

Unified Measurement Showcase (Event Summary)

  • Alice K. Sylvester
  • LEADERSHIP LAB

The ARF’s Cross-Platform Measurement Council Attribution Working Group, chaired by Helen Katz of Publicis, issued invitations to many marketing mix and attribution modelers to share blinded case studies involving unified measurement. The goal was to see unified measurement in action, to see the scope of the analyses and the business results associated with the tool.

The Cross-Platform group reviewed submissions and selected six companies to present their case studies.

Editor’s Note: The full report is available to members only.

Member Only Access

The ARF’s 2020 Research Agenda (Summary)

  • ARF ORIGINAL RESEARCH

In order to offer members the insights they need to keep ahead of the curve, the ARF conducts original research that tackles the industry’s most pressing questions. Last year, the foundation changed its research project development process, creating a 401K approach in order to democratize it. Member organizations were able to vote with their dollars on what topic areas research funding should be allocated to.