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.
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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.
The complexity of issues surrounding data ethics and advertising were front and center at the ARF’s first Town Hall on the topic, held on April 26. With probing questions such as “Who owns your data?,” “How will GDPR affect U.S. practices?,” and “What are the merits of new laws vs. self-regulation?,” the session surfaced a range of views and generated healthy discussion.
The continuing rise in non-response rates has led to growing concern about the representativeness of surveys. Andrew Mercer, Senior Research Methodologist at the Pew Research Center, provides an overview of the issue along with best practices in modeling representativeness, for example, think through your modeling assumptions before collecting data.
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.
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Problem solved! You no longer need to fumble to describe basic marketing research test approaches – or be frustrated at having to define them again and again. This Pocket Guide to Basic Research Tools with its clear definitions, applications, pros/cons and other perspectives for 10 key concepts, plus short definitions for a dozen more, will save time for those who explain and those who need explanations.
Member Only AccessNew neuroscience and biometric research methods enable marketers to measure ad response in ways only dreamed of until recently. Understand what is behind the growth of neuroscience and biometric measures, the pros and cons of different measures, and what best practices can take creative messages to a new level in this ARF original report.
Member Only AccessMeasuring the impact of in-market investments can be like finding the proverbial needle in a haystack. Combining the granularity of panel-data and the heft of Big Data can make finding that needle a lot easier. Oracle Data Cloud shows how they bring the two data sources together.
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