The 2019 organizational benchmark survey: The advertiser report

Discusses the findings of the ‘The 2019 organizational benchmark survey: The advertiser report’, the first report made from the results of the survey.

Advertising and market research have seen tremendous changes in the last couple of years. As a result, ARF members have been inquiring about different aspects of these changes, from what to call their departments to what tools and techniques are considered best practices. For instance, should it be called a “research department,” “data science” or “customer experience” department? Is it better to have a centralized or decentralized structure? Do such departments provide positive ROI, according to stakeholders? And should they use R, Python, SPSS or SAS?

To answer these and related questions, the ARF Analytics Council developed the...

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