The Analytics Council focuses on ways that companies can address emerging challenges and leverage opportunities with the expanding array of available media and marketing data.
The council issues reports and curates events on deep learning, other advanced analytical techniques, and the integration of traditional research and third and first-party data sources, as well as exploring and developing new methods.
Research & Past Event Highlights
Analytics Council: 2nd Annual State of the Research and Analytics Disciplines 2021
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. Click here to learn more..
The Analytics Council’s Organization Working Group has completed a comprehensive assessment of the role of advertising and marketing research and analytics in the industry today. Through a survey of over 400 executives in 2019, the Analytics Council assessed the structure, sizes and budgets of insights and analytics departments; internal satisfaction with them; the technical skills they look for in candidates now; and the ones they will be seeking in the future.
The Working Group has published the first three of a planned series of four reports on this survey. In this May 21, 2020 webcast, The State of Insights and Data Analytics Disciplines Today, the Chair of the Working Group and the Chief Research Officer presented an overview of the results, including a comparison of the four major sectors of ARF membership (agencies, advertisers, media companies and research/measurement firms).
Organizational Benchmark Survey Consultancy Report
Organizational Benchmark Survey Agency Report
Organizational Benchmark Survey Research Company Report
Organizational Benchmark Survey Advertiser Report
Organizational Benchmark Survey Media & Entertainment Report
Working Group Missions