Dive into the future of advertising research with this abridged version of the ARF's AI handbook. This Knowledge at Hand report and its accompanying one-page CMO brief describe best practices for utilizing AI tools for different aspects of advertising research. This short report is great for those already using AI and those thinking of interweaving it into their research function.
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This study explores how divergent delivery in A-B testing affects the accuracy of online advertising experiments. It highlights the role of algorithmic targeting and user heterogeneity in confounding test results, offering guidance for marketers to improve their experimental designs.
Member Only AccessThe 2016 U.S. presidential election served a big blow to the polling community, as pre-election predictions proved to be dramatically wrong. But is there really a crisis in pre-election polling? Mark Blumenthal, Head of Election Polling at SurveyMonkey, summarizes the AAPOR’s post-election investigation that demonstrated the accuracy of national polls, but weaknesses in state-level polls. Part of the challenge going forward – correcting for sample bias in an age of lower survey response rates.
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Should the marketing community support repeating a study, when so much value is placed on new research? The answer may be a resounding “Yes.” Learn why repeating a study matters, especially when marketers seek transparency and data-based support for recommendations — and how advertising research might need to change.
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Troubling. Bias. Distortion. Why would the ANA use these words in a letter to the U.S. Government expressing concern about the impact of the 2020 Census on marketing quality? Learn about what led them to act, why the ARF supports them, and possibly join them in sharing your views before the feedback period ends on August 7, 2018.
As more consumers respond to surveys on smartphones, fewer are completing them. That trend puts the representativeness of your sample at risk. Qualtrics has developed six best practices to optimize mobile survey design and thereby minimizing the respondent burden and maximizing your data quality.
Member Only AccessWith so much 3rd party data available, how do you know how well that data represents your intended consumer target? Lotame and Survata partnered to link 1st and 3rd party data and boosted accuracy rates for identifying auto intenders on a publisher’s website by nearly 1/3rd.
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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