Measurement & Accountability

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ANA MEASUREMENT COMMITTEE MEETING
September 29, 2022 from 12 – 1:30 PM ET

I. WELCOME & INTRODUCTIONS (12:00 – 12:05 PM ET) 
Committee Co-Chairs: Greg Pharo, Global Senior Director, Communications & Marketing Effectiveness, The Coca-Cola Company and Renee Milliaressis, Chief Media Officer, Colgate-Palmolive

II. THE POWER OF THE INFLUENCER (12:05 – 12:30 PM ET) 
Should I partner with an influencer? If so, how much is an influencer worth? How do I measure the impact of an influencer and the return on investment? As influencer marketing rapidly grows year after year, answers to these questions grow increasingly critical for marketers. In this session, we'll be joined by global marketing executive Emily Culp, who will share a her perspective on the power of the influencer, how to meausre their impact, and how to monetize their worth.

The ANA will also overview recently released 'Influencer Marketing Measurement Guidelines' which aim to bring greater clarity and consistency to key performance metrics and engagement rate calculations across the major platforms used for influencer marketing.

Speakers:
Emily Culp, Former CMO of Keds and Board Member at Mizzen + Main and Stio & Cordial

III. AB INBEV'S JOURNEY IN MEASUREMENT & AI (12:30 – 12:55 PM ET)
AB InBev will join us to provide an inside look into how they used AI for creative benchmarking, testing and optimization. Learn about their journey and the impact of AI on measuring ROI. Hear the steps they took, keys for implementation, best practices and more.

Speakers:
David Zapata, Senior Marketing Director, Global Media, AB InBev

IV. TIKTOK ATTENTION INSIGHTS (12:55 – 1:25 PM ET)
Attention is a hot topic right now for marketers, and its meaning is broadening. In this session, TikTok's Marketing Science team joins us to present research they have done on attention and illustrate some of the tradeoffs and potential pitfalls brands should be mindful of when thinking about this topic and its different meanings. We will go into detail and discussion on the four key areas:

  • What does attention look like on TikTok?
  • What drives attention on TikTok?
  • What is the impact of attention?
  • What does it mean for brands?

Speakers:
Esteban Ribero, Research Leader, Marketing Science, TikTok
Meredith Zhang, 
Measurement Partner, TikTok

V. CLOSING REMARKS (1:25 – 1:30 PM ET)