SRC Presents New Findings on Advertising Context at ARF AudiencexScience 2026
At Advertising Research Foundation (ARF) AudiencexScience 2026 in New York City, during the March 18 and 19 program, one theme came into sharper focus: context is not neutral. It actively shapes outcomes. In the session, “Context: Alignment and Relevance, Context Effects and Reverse Context Effects,” the Medill Spiegel Research Center at Northwestern University partnered with […]
New Book by Retail Analytics Council Offers a Roadmap for Building Consumer Preference in the Digital Age
Retail has never stood still, but the pace of change in recent years, driven by the rise of e-commerce and reshaped by the pandemic, has been unprecedented. In a new book, titled Rethinking Retail: What Marketers and Retailers Can Learn About Consumer Preference from Analytics, the leaders of the Retail Analytics Council offer data-driven insight […]
Research Reveals Media Synergy is the Sweet Spot
At the 2025 AUDIENCExSCIENCE conference, hosted by the Advertising Research Foundation (ARF) on March 25–26 in New York City, leaders in advertising, media, and data science gathered to explore the future of audience measurement. Among the standout presentations was Return on Media, a research study led by the Retail Analytics Council’s Larry DeGaris, Executive Director […]