Measurement & Accountability

ANA MEASUREMENT COMMITTEE MEETING
March 26, 2026 from 1:00PM ET – 2:30 PM ET (Virtual Only)

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

II. BEYOND SCALE: BUILDING GROWTH THROUGH QUALITY AND A CULTURE OF EXPERIMENTATION (1:00 - 1:30PM ET)

Growth isn’t just about scaling what converts—it’s about scaling what matters. In this session, we’ll explore how quality assessment sits at the heart of our measurement strategy, ensuring that every decision aligns with strategic business needs. Beyond measuring campaign volume and performance, we evaluate behaviors that signal long-term value to prioritize outcomes that drive sustainable growth and better NPVs.

Equally critical is the role of test and learn has in this process as a cultural cornerstone. By embracing experimentation—and even celebrating failure—we create a flywheel for innovation that informs both conversion and quality before scaling. From pod-based testing frameworks to data partnership best practices, we’ll share how this approach de-risks decisions, uncovers new opportunities, and builds resilience in an evolving marketing landscape.

Attendees will leave with actionable insights on how to integrate quality metrics and a culture of testing into their growth strategy for smarter, more sustainable results.

Speakers:
Alyssa Valerio, Vice President, Growth Strategy, Citizens Bank
Derek Caramella, VP, Principal Data Scientist, Citizens Bank

III. FROM BRAND BUZZ TO BUSINESS IMPACT: REFRAMING ROI TO MEASURE INFLUENCE (1:30 - 2:00PM ET)

In a world where every brand claims to be #1, many metrics are made up, benchmarks set unrealistic expectations, and influencer budgets can disappear overnight — it's time to rethink ROI. By reframing "Return on Investment" as "Return on Influence," marketers can better connect creator campaigns and activations to real business outcomes.

In this session, you'll learn how to quantify influence across platforms, creators, and content using advanced frameworks that link performance to brand health, conversions, and beyond. Together, we’ll unpack what matters, what doesn’t, and why the future of measurement demands more nuance!

Speaker:
Arianna Alleyne, Senior Manager, Influencer Analytics, Groupe Clarins

IV. UNLOCKING THE POWER OF ATTENTION: A NEW ERA IN MARKETING MEASUREMENT (2:00 - 2:30PM ET)

Attention metrics are reshaping how marketers measure impact and optimize campaigns. Discover how Prudential’s proof of concept turned attention data into actionable insights—driving smarter optimizations and enhancing MMM accuracy. Learn why attention is more than a buzzword and how it can transform your media strategy.

Speaker:
Tristan Renaud, Director of Analytics, Media & Sponsorships, Prudential Financial

VI. CLOSING REMARKS (2:30PM ET)