Confronted with swarms of data, how do we know which numbers matter? What should be tracked, what should be measured, where do the real answer lie? In essence, what do we know about how advertising works, under what conditions, based on rigorous findings that hold true across multiple studies?
This topic is one of the most sought-after keys to understanding what works in advertising today. WFoA leads and collaborates on a number of events and publications dedicated to research and knowledge-sharing on advertising effectiveness.
- Invitation-only conference: Empirical Generalizations in Advertising, Philadelphia, December 2008 in collaboration with the Ehrenberg-Bass Institute and the ARF
- The results from the EGI conference were published in the Journal of Advertising Research Special Issue: “What Do We Know About Advertising,” June 2009
- Follow-up invitation-only conference: Empirical Generalizations II: What Works in the New Age of Advertising and Marketing, Philadelphia, May 31-June 1, 2012
- Select papers from the EGII conference were published in the Journal of Advertising Research EG II Special Edition, Spring 2013
- Two Ad Effectiveness Measurement and Methods Roundtables held in NYC, December 12, 2012 and February 1, 2013, in collaboration with the ARF, to identify the key gaps in measurement
- Innovative Approaches to Advertising Effectiveness Competition and Conference, May 16, 2013, in collaboration with Wharton Customer Analytics Initiative