Research & Data Quality

Are you Measuring your Marketing ROI Effectively?

  • Scott McDonald, The Advertising Research Foundation

John Wanamaker’s quip “Half the money I spend on advertising is wasted; the trouble is don’t know which half” takes on new meaning with the measurement options available today. But which work best in quantifying the impact of marketing activities? The ARF’s Scott McDonald tackled the topic by providing tips on the best use of A/B tests vs. Market-Mix Models vs. Multi-Touch Attribution to measure marketing ROI.

Attitudes on Privacy & Ad Avoidance: Claims vs. Data

  • Scott C. McDonald
  • JOURNAL OF ADVERTISING RESEARCH

When you hear claims on generational differences in media and market behavior, your first reaction should be: “Show me the data.” Two such claims—that younger cohorts do not care about privacy, and that they are averse to advertising—might be misinforming strategic marketing and advertising decisions, raising the distinction between longitudinal vs. attitudinal research.

Member Only Access

Basic Methods and Uses of AI in Advertising

  • Paul Donato, Chief Research Officer, The ARF and Henry G. Wolf VII, Senior Data Scientist, The ARF

Interested in AI best practices? Wish you had a succinct definition of what AI does? Curious about a simple visual that explains the ability of five different levels of AI to tackle tasks? Want to understand better how machine learning differs from deep AI-powered learning?

Member Only Access

When Measuring an Ad’s Success, Less is More

  • Lawrence Ang (Macquarie Univ. - AU), Martin Eisend (European Univ. - DE)
  • JOURNAL OF ADVERTISING RESEARCH

Who doesn’t like less complex and less costly solutions, if similar results are achieved? This study claims to deliver on that goal by validating the single-item measurement approach (preferred by practitioners) vs. using multiple measures of attitudes (preferred by academics. It’s a welcome outcome in the current era of decreasing survey response rates and respondents’ attention spans.

Member Only Access

Get a “Thumbs Up” on Mobile Research

  • THE ARF KNOWLEDGE AT HAND

Popularity can come with a price. Although mobile survey research is increasingly popular, it often suffers from high drop-off rates. What can marketers and researchers do to reduce drop-off? This ARF-original Knowledge At Hand article identifies best practices to overcome the problem and improve mobile survey effectiveness.

Member Only Access

ARF: How to Improve Digital Targets

The ARF has announced two new efforts to tackle data quality questions:

Data Labeling Initiative – with the ANA’s Data Marketing & Analytics division, the IAB Tech Lab, and the Coalition for Innovative Media Measurement (CIMM).

Data Validation Initiative – independently conducting research to determine whether surveys can be used to measure the accuracy of those targets.

GDPR Consent

Edit your consent settings or view privacy policy.

Privacy policy | Settings
Settings