A weekly round-up of the industry’s top stories and research curated by the ARF.
A Harvard Business Review paper points to a number of reasons why the Bud Light boycott was more effective than most. The researchers suggest steps companies can take to avoid such boycotts while emphasizing the unique circumstances of this particular situation.
A different perspective on critical measurement issues was offered by Rachel Kennedy during her AUDIENCExSCIENCE presentation: Are we using the measures that actually matter? Read more »
CIMM: the Coalition for Innovative Media Measurement, has identified critical issues that should be addressed this year. Read more »
Yes, AI is a great tool for marketers. But how can we avoid the “AI Conundrum” – taking advantage of its strengths while avoiding its errors and risks?
Colgate-Palmolive reveals how AI helps them achieve key objectives and improve processes. They provided insights into the use of AI in marketing at AUDIENCExSCIENCE as well as MSI’s Summit 2024.
Research has demonstrated that developing messages, creative and targeting based only on demographic characteristics is not optimal. Investing in research on consumers’ values and emotions is likely to increase marketing effectiveness. Read more »
GroupM offered their ad spending forecast during the ARF’s recent AxS conference.
New York Times Chief Political Analyst Nate Cohn explains how we can learn from survey data – even though they are likely to be deeply flawed.
Some analysts think that marketing jobs will be less affected by AI than many others. But that doesn’t mean the impact will be small.
During a recent ARF Town Hall, Professor Russel Neuman explained why he thinks AI will have primarily positive effects. It will make us smarter and more productive. Furthermore, he does not think new regulations are needed to protect humanity from negative consequences of AI development. Read more »