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
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 Agency Report
Organizational Benchmark Survey Research Company Report
Organizational Benchmark Survey Advertiser Report
Working Group Missions