On Tues., Sept. 14, the ARF Analytics Council presented insights from The Organizational Benchmark Survey on the current state of advertising research and analytics, followed by a roundtable discussion on their implications for the industry.
This event presented an essential opportunity for industry professionals to gain rich insights from this survey taken by more than 400 ARF members. The survey results offer a look into the types of skills, tools and techniques currently in demand, the degree to which spending on market research and analytics has changed since the first Organizational Benchmark Survey in 2019, and how the pandemic is still shaping the market research and analytics professions.
Attendees learned:
- A means of gauging their place in the industry with respect to the size of their departments and budgets, the skills that are considered important to have, and the techniques that are considered important to know.
- Insights into what is happening in the marketing research and data science fields in companies besides their own or even in sectors outside their own.
- A means of “benchmarking” their department against other departments in companies within their sector and companies of their size.
- Viewpoints of other attendees on what is happening in the field.
Featured Speakers
Lindsay BlanchSVP, Head of Decision Science
Hill Holliday
Simon ChadwickManaging Partner
Cambiar Consulting
Paul DonatoChief Research Officer
ARF
MODERATOR