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Research & Measurement Committee

The ANA Research & Measurement Committee helps ANA members optimize the return on their marketing and media investments and works with the broader industry to drive measurement standards and research best practices.

The committee works closely with other industry groups including the Advertising Research Foundation and Media Rating Council.

The committee helps provide input to ANA leadership initiatives such as (a) Making Measurement Make Sense (3MS), an industry-wide initiative to propose standards for metrics and advertising currency that will enhance evaluation of digital media and facilitate cross-platform measurement and (b) Brand-Specific Commercial Ratings, which would provide increased granularity of television ratings to better inform the decision making process.

The ANA Research & Measurement Committee will provide oversight to the Masters of Measurement Conference on September 16-18, 2015 at the Eden Roc Miami Beach, FL and the Marketing Analytics Leadership Award, created to highlight today's important and rapid adoption of sophisticated analytics in the planning and measuring of global marketing investments.

Committee Chair:
Gayle Fuguitt, President & CEO, Advertising Research Foundation


Discussion Topics

  • Optimizing cross platform campaigns
  • Performance metrics across new and emerging media platforms, including measurement across the integrated media mix
  • Uncovering customer insights
  • Managing data
  • Messaging/copy testing
  • New/innovative research tools

Leadership Initiatives

ANA Sponsorship and Event Marketing Measurement Survey
This survey was released in November 2013. Measurement is critical given the growth in sponsorship and event marketing. The objectives of this survey included assessing if companies measure return from sponsorship and event marketing, evaluating what metrics they use to measure success, determining satisfaction marketers have with their current ability to measure ROI and ROO, and examining how marketers gather and use data in their decision-making.

Optimizing Integrated Multi-Screen Campaigns Survey
This survey was conducted by ANA in partnership with Nielsen. Integrated multi-screen campaigns are defined as campaigns that have the same set of marketing objectives and run during a similar timeframe across two or more screens, including TV, computer, tablet, mobile phone, and digital place-based media. The objectives of this survey included assessing the importance of integrated multi-screen campaigns, evaluating the metrics used to measure their success, examining the attributes that can lead to increased spend on multi-screen campaigns, ascertaining the importance of the different screen types, and determining the ad formats best suited for integrated multi-screen advertising.

Name Title Company
Randy Adis Director, Strategy & Insights PepsiCo, Inc.
Marc Alberto Content Manager Hiscox
Monne Andersen Director, Consumer Insights King's Hawaiian Bakery West, Inc.
Heather Anquillare Marketing Manager, Window Designs Division Hunter Douglas, Inc.
Diane Augustine Director, Patient Loyalty Aspen Dental Management Inc.
Lauren Axe Director of Marketing Checkers Drive-In Restaurants, Inc.
Christine Bacon VP, Head of Advertising Allianz Global Investors
Bruno Bagala WW GB MM Business Solutions & M2BP Program Delivery Mgr IBM Corporation
Mark Barabell Director, Consumer Insights Pernod Ricard USA
David Barnes Group Vice President, Consumer Client Analytics SunTrust Banks, Inc.
Scott Benson Group Manager-Marketing Research Lorillard Tobacco Company
Nelly Bentz Associate Director, Consumer & Customer Insights Team H. J. Heinz Company
Hilary Berkey Senior Strategist & Consumer Insights Constellation Wines U.S.
Randy Berkowitz Vice President, Market Research Combe Incorporated
Rick Blake VP, Customer Research The Hartford
William Bottinick SVP, Social Listening & Servicing Citibank, N.A.
Lise Brende Head of Research & Analytics Columbia Records, Division of Sony Music
Reba Burke Commercial Analysis Manager GlaxoSmithKline
Jacqueline Buros Analyst Penguin Random House
Grant Cardillo Director of Research Major League Soccer
Orla Carey Manager, Advertising and DM Tourism Ireland
Joseph Cashen Marketing Strategy Manager, Sedans Nissan North America, Inc.
Dave Chabot Marketing Manager, Disney Destinations Walt Disney Parks and Resorts
Joseph Chang Manager, Social Business Prudential Insurance Company of America
Ingrid Chen VP, Global Markets Marketing & Communications Bank of New York Mellon
Jack Chen Market Research Consultant Dell Inc.
Lei Chi   EmblemHealth
Vanessa Chianese Manager, Consumer Insights and Brand Strategy Mazda North American Operations
Ami Chitwood Sr. Manager - Social Media Deloitte
Alok Chopra Marketing Consultant Dell Inc.
May Choy Senior Business Analyst Penguin Random House
Amanda Cifone Sr. Associate - Brand Strategy Capital One Services, Inc.
Andrew Clarke Principal Vanguard Group, Inc.
Kristyn Clement Director, Research & Insights AT&T AdWorks
Lauren Collier Marketing Manager Kimberly-Clark Corporation
Frank Cotignola Cons Insights Manager, Knowledge Management Mondelez International, Inc.
Erica Curtis   Penguin Random House
Sara Danylo Customer Marketing Assistant H. J. Heinz Company
Cindy DeLong Analyst Wahl Clipper Corporation
Maureen Devane Manager - Insights PepsiCo, Inc.
Hope Diaz Director, Consumer Insight and Strategy Burger King Corporation
Lawrence DiCapua Global Revenue Marketing Leader General Electric Company
Kristen Didier Manager, Advertising, Media & Brand SeaWorld Parks and Entertainment
Dan Dipiazzo Vice President, Marketing SeaWorld Parks and Entertainment
Keith Domalewski Director, Marketing Services Just Born, Inc.
David Donnelly Senior Manager, Strategic Sourcing The Hershey Company
Steven Douvas Assistant Vice President, Manager Market Research FM Global
Tammy Dresen Primary Research Administrator Consumer and Market Research American Family Insurance
Carol Dunne Vice President of Marketing La Quinta Inns and Suites
Fred Ehle Vice President Customer Officer McDonald's Corporation
Tom Febbraio   Mattel, Inc.
Tamica Fields Marketing Manager IMAN Cosmetics
Ashley Finkel Client Solutions Associate Time Warner Cable
Esmeralda Flash Global Sourcing Manager, Marketing & Sales Boehringer Ingelheim Pharmaceuticals, Inc.
Patricia Foster Director, Consumer & Winback/Winover Exec. Verizon Communications
Kathy Fowler Program Marketing Manager Hewlett-Packard Company
Jackie Fradin Director of Market Research Hasbro, Inc.
Jon Friedman VP, Global Consumer Research Maybelline, Inc.
Gayle Fuguitt (Co-chairperson) CEO and President Advertising Research Foundation
Nikki Gainey Director, Global Business Analysis GE Healthcare
Sharon Gallacher Director, Integrated Digital Marketing GlaxoSmithKline
Thomas Gebregergis Statistical Analyst AutoNation, Inc.
Katy Giffault VP, Global Consumer Insights Hasbro, Inc.
Virginia Gilmour 2VP, Enterprise Market Research Travelers Insurance
Jimmy Gonzales Manager Hewlett-Packard Company
Christina Grendon Manager, Brand Strategy TD AMERITRADE Holding Corp.
Lauren Hackett Director, Communications & Social Media Consumers Reports
Annette Hagood Director Xerox Corporation
Emily Harris Marketing Analyst Orange Leaf Frozen Yogurt
Chris Helle Executive Director, Brand Marketing & Strategy Comcast Cable
Christine Hibberd Product Development Manger Innocor Inc.
Maria Hokanson Sr. Director, U.S. Product & Brand Marketing International Dairy Queen, Inc.
Jeffrey Holecko (Co-chairperson) North American Media Manager Kimberly-Clark Corporation
Christine Hung Senior Marketing Manager Penguin Random House
Chelsea Hunt Marketing Analyst Hiscox
Adam Hunter Market Research and Planning Director Ladies Professional Golf Association
Heather Hutson Sr. Communications Associate Deloitte
Sue Jacques Director Capital One Bank
Kelsey Jakee Lead Buyer, Market Research Chrysler Group LLC
Ken Jones VP Corporate Marketing Carnival Corporation
Teresa Joy Director Dell Inc.
Ravi Kandikonda Vice President, Marketing Intelligence & Insight Comcast Cable
Alexander Kaplan Consumer Marketing Consultant Dell Inc.
Ed Kavilanz Asst. Manager - Club Nintendo Nintendo of America, Inc.
Shadee Kazemi Carlson Director Marketing Business Intelligence Target Corporation
Richard Kelly Director, Global Market Research GE Consumer Finance
Jeff Kenin Director, Global Consumer Insights Merck Consumer Care
Amanda Kim Social Media Analyst Under Armour Inc.
Denee Kouletsis Marketing Procurement Manager The Hershey Company
Eileen Kozin Director, CMI Unilever Bestfoods North America
Jason Lakeman Senior Marketing Manager Robert Half International
Matt Lattman Director, Acquisition Marketing, Small Business Banking Capital One Services, Inc.
Kevin Laughlin Project Manger - Digital Measurement Analytics Vanguard Group, Inc.
Patricia Lawry Regional Head of Communications Research UBS Financial Services Inc.
Bob Leghorn VP, Market Research Voya Financial
Theresa Lewis VP, Market Research Wyndham Worldwide Corporation
Melissa Leymon Marketing Program & Planning Manager PNM Resources, Inc.
Elliot Lum Vice President, Strategic Marketing Columbia Records, Division of Sony Music
Karen Makransky Product Marketing Manager Dell Inc.
Jacqueline Manzo Consumer Insights and Marketing Innocor Inc.
Scott Martino Marketing Analytics Lead Mercedes-Benz USA, LLC
Mary McCartney Director, Corporate Communications, Public Affairs Consolidated Edison Co. of New York, Inc.
Wallace Mealiea Manager, Customer Research & Advertising Edison Electric Institute
Kendra Metz Sr. Manager NASCAR
Milan Mijatovic Marketing Research Manager E*Trade Financial Corp.
Rick Miller Vice President-Director of Market Research Bank of New York Mellon
Khurram Moiz Sr. Manager, Marketing Effectiveness Home Depot, Inc.
K. Robin Monserrat Director, Strategy, Planning & Talent Florida Power & Light Co.
Anthony Moon Senior Director PepsiCo, Inc.
Andre Moraes   Penguin Random House
Christopher Morgan Director, Media and Branding Analytics Prudential Insurance Company of America
Susan Morgenstern Group Manager - Innovation Research Verizon Communications
Maria Morris Advertising Specialist American Family Insurance
Seth Morris Online Media Manager Penguin Random House
David Mullan Research Manager Morgan Stanley - New York
Harish Munagala Marketing Ops Sr. Advisor Dell Inc.
Christina Nathanson Vice President, Global Youth Consumer & Marketing Insights MasterCard Worldwide
Ann Neale Manager Brand Planning U.S. Cellular Corporation
Bhavesh Pandya Director, Marketing Analytics TD AMERITRADE Holding Corp.
Bob Pankaukas Market Research Director Allstate Insurance Company
Phil Penuela Director, Consumer Insights Gogo
Carol Perry Director, Insights & Intelligence Enterprise Holdings, Inc.
Diane Pete Manager - Consumer Insights Home Depot, Inc.
Suzanne Pfordresher Director, Consumer Activation SeaWorld Parks and Entertainment
Diana Polvere Vice President, Marketing Research Sesame Workshop
Brian Price Vice President, Marketing Hiscox
Rande Price Marketing Research Manager QBE North America
Giuliana Quiroz Director TD AMERITRADE Holding Corp.
Bawana Radhakrishnan Associate Director, LATAM Indirect Procurement Colgate-Palmolive Company
Kristi Rees Director of Research & Insights Tervis Tumbler Company
Marilyn Rice Senior Manager, Global Consumer Insights Colgate-Palmolive Company
Jared Robinson West Coast Strategies Phillips 66 Company
Amy Rocco Digital Marketing Manager BIC USA Inc.
David Rodriguez Global Consumer Insights General Mills, Inc.
Ilene Rosen Communications Technology Manager GE Healthcare
Julia Rosenfield Advertising Manager Aetna Inc.
Adam Rothschild Vice President, Head of Global Marketplace Insights American Express Bank, Ltd.
Martin Rouse Asst Director Market Optimization Healthfirst
John Salai Senior Manager, Digital Marketing Subway
Heiko Schafer Sr. Director, GCIA Walmart Stores, Inc.
Richard Shakarchi Director of Market Research E*Trade Financial Corp.
Jennifer Shaw Marketing Research Analyst, Brand Strategy & Communications John Hancock Financial Services, Inc.
Michael Shaw Brand and Advertising Program Manager Wells Fargo & Co.
Helena Shirley Consumer Insights Caribou Coffee Company, Inc.
Leeza Slessareva   Visa Inc.
Denny Socha Advertising Research Manager General Motors Company
Diane Sterritt Director, Research and Learning SEI
Jonathan Stine Procurement Manager for Market Research Nestlé USA
Michael Stoeckel Head of Ad Operations, Digital Marketing Group JPMorgan Chase & Co.
Jack Suvak Sr. Director, Consumer & Market Insights Moen Incorporated
Chunyu Tang   Ernst & Young LLP
Richard Thorogood Director of Strategic Insights & Analytics Colgate-Palmolive Company
Belinda Tipkelan   EmblemHealth
Carolyn Tritschler Director, Marketing and Communications Travelers
Chelsea Vaughn VP, Online Marketing Operations Penguin Random House
Malaika Walls Director, Market Research Sesame Workshop
Caroline Walsh Marketing Analyst Hiscox
Robert Welborn Applied Analytics USAA
Rachel Williams Category Manager Johnson & Johnson Vision Care
Marcy Wynne Manager C Spire Wireless
Ruobing Xia Associate Director, Brand Marketing Boehringer Ingelheim Pharmaceuticals, Inc.
Jennifer Young Senior Director, Advertising and Research Robert Half
Elizabeth Zammit   Columbia Records, Division of Sony Music

Next Meeting(s)

Research & Measurement
Wednesday, December 10, 2014
New York , NY

Prior Meeting(s)

Research & Measurement
Thursday, May 22, 2014
New York , NY

Research & Measurement
Wednesday, February 5, 2014
(location pending)  

Research & Measurement
Thursday, November 14, 2013
New York , NY

ANA Committee Member Testimonials

"ANA committees are an invaluable way to learn more about key industry issues, trends and best practices from other advertisers and industry experts. I always learn something I can apply to my job and share with others on my team."
Eve Reiter, VP, Global Agency Relations, American Express and Chair of ANA Agency Relations Committee

Read more >

Upcoming Meetings

Agency Relations

New York, NY

Midwest Digital & Social

Chicago, IL

In-House Agency Day, West Coast Chapter

San Jose, CA

Research & Measurement

New York, NY

Legal Affairs

Washington, DC

Full Committee Schedule