Measurement & Accountability

ANA MEASUREMENT COMMITTEE MEETING
June 17, 2026 from 1:00PM ET – 2:30 PM ET (Virtual Only)

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

II. From Channel to Ecosystem – A Holistic Framework for Modern Search (1:00 - 1:30PM ET) (Download the Presentation)

Search is being rewritten in real time — and most marketers are still using yesterday’s playbook. In this session, Nasser Sahlool, SVP of Strategy & Insights at DAC (a leading international performance marketing agency per the Forrester Wave), breaks down how AIO, GEO, and LLM-driven results are fundamentally changing how consumers discover brands, how visibility is earned, and how success should be measured.

He will share a practical framework for navigating the new paradigm of Search holistically (organic, paid, social, local, and AI), focusing on how brand marketers can connect these touchpoints into a unified strategy that drives real business outcomes. Drawing on real-world enterprise experience, Nasser will cut through the hype to show what still matters, what no longer does, and how marketers can adapt their strategies now to stay visible, efficient, and competitive as the SERP (Search Engine Results Page) is reshaped for an AI-forward future (and present).

Speaker:
Nasser Sahlool SVP, Strategy & Insights, DAC  

III. The True Lift Framework: How to Stop Optimizing for Attribution and Start Optimizing for Reality (1:30-2:00pm ET)

Most marketing teams are optimizing for a lie. Their attribution dashboards show strong ROAS and efficient CPLs — but when they finally run a proper incrementality test, they discover they've been pouring budget into channels that were converting customers who would have bought anyway. They weren't driving growth. They were subsidizing organic conversions and calling it performance marketing.

In this session, I'll introduce The True Lift Framework — a 4-stage system for moving marketing organizations from attribution thinking to incrementality thinking — and walk through how we applied it at DoorDash to reduce CAC while delivering GMV growth across a dual-sided marketplace.

Attendees will leave with:
1. A practical method for auditing where their attribution model is over-crediting certain channels — and how to quantify the misallocation
2. A framework for building incrementality infrastructure using geo-experiments, MMM, and holdout testing — and how to choose the right method for each channel
3. A "Reallocation Signal" matrix that translates true lift data into a budget conversation finance and leadership will believe

WHY THIS SESSION / WHY NOW
With signal loss accelerating post-iOS 14 and platform-reported metrics becoming less reliable, incrementality measurement is the most critical and underutilized capability in performance marketing. This session provides a practitioner-level framework from someone who has run this at scale — not a vendor pitch or a theoretical overview.

Speaker:
Anshita Savant, Senior Manager, Growth Marketing, Doordash

IV. Smarter Influencer Marketing: Whom to Hire, For What, and How Much to Pay? (2:00 - 2:30PM ET)

Influencer marketing has grown from a niche tactic to a $24 billion global industry, with some major marketers signaling a significant shift toward it in their communication strategies. As we consider a shift such as this, there are foundational questions: Which type of influencer fits my marketing goal? For what sponsored posts when? And how much to pay to both get brand ROI and give a fair wage? This talk translates 3 of the Professor's own research projects into practical advice around each question.

Together, these insights offer practitioners a sharper vocabulary and automated classification for influencer selection, a funnel-aligned decision framework, and a data-backed case for structural equity reform in campaign contracting.

Speaker:
Koen Pauwels, Distinguished Professor of Marketing at Northeastern University

VI. CLOSING REMARKS (2:30PM ET)