Brand Value & Measurement Committee Meeting

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ANA BRAND VALUE & MEASUREMENT COMMITTEE MEETING
June 10, 2026 from 1:00PM ET – 2:30 PM ET (Virtual Only)

I. WELCOME & INTRODUCTIONS (1:00PM ET)

II. GIVE YOUR BRAND TRACKING A LIFT: BRAND TRACKING PRINCIPLES AND PERSPECTIVES (1:00 - 1:30PM ET) (Download the Presentation)
Brand tracking has been around for decades, yet it remains a challenge for organizations to gain value and actionable insights from these studies.

Join Craig Smith, Head of Marketing Research & Insights at TIAA, to consider how brand tracker studies can be set up for success. During this session, we’ll get into:

  • The basics of brand tracking
  • Best practices for setting up a study
  • Philosophies on how to analyze and utilize the results
  • Setting expectations for how business initiatives can impact key metrics

Speaker:
Craig Smith
Head of Marketing Research & Insights
TIAA

III. CROSS RETAILER IMPACT: WHAT SILOED RMN ATTRIBUTION IS MISSING WITH BRAND BUDGETS  (1:30 - 2:00PM ET) (Download the Presentation)
As national brand budgets flow into retail media networks (RMNs), a gap has formed between the objective of national media—to drive broad growth—and the siloed attribution RMNs offer, which measures their effect on only one retailer. Our analysis suggests this misalignment causes upper-funnel brand dollars to be under credited by a factor of 2-5x. We will share findings on how various types of retail media (search, onsite/offsite display and video) drive impact across retailers more broadly and how this differs between online and in-store sales.

Speaker:
Skye Frontier
Executive Vice President
Incremental

IV. BRAND HEALTH AND THE BOTTOM LINE (2:00 - 2:30PM ET) (Download the Presentation)
Marketers know that brand health is important, but it's a time-consuming endeavor and yields insights that don't always feel correlated to growth. Join us for this session where we'll hear about how one brand is thinking about these metrics to create actionable insights, and their challenges and considerations when tying those metrics through to brand value and other financial metrics.

Speaker:
Michelle Gibb
Vice President Insights and Analytics
Mondelez International

VI. CLOSING REMARKS (2:30PM ET)