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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 Chairs:
Aaron Fetters, Director, Insights and Analytics Solutions Center, Kellogg Company
Jasper Snyder, EVP, Research & Innovation: Cross-Platform and Media – 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
Aaron Fetters (Co-chairperson) Director, Insights and Analytics Solutions Center Kellogg Company
Jasper Snyder (Co-chairperson) EVP Advertising Research Foundation
Randy Adis Director, Strategy & Insights PepsiCo, Inc.
Jennifer Allen Regional Marketing Manager Duke Realty Corporation
Monne Andersen Director, Consumer Insights King's Hawaiian Bakery West, Inc.
Kathryn Armstrong Content Strategist Penske Truck Leasing Co., L.P.
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
Nicola Blue Director American Express Travel Related Services Company, Inc.
Bonnie Bluemke   Mattel, Inc.
William Bottinick SVP, Social Listening & Servicing Citibank, N.A.
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
Andrew Chapman Media Analyst Caesars Entertainment Corp.
Ingrid Chen VP, Global Markets Marketing & Communications Bank of New York Mellon
Jack Chen Market Research Consultant Dell Inc.
Lei Chi Marketing Analytics Lead EmblemHealth
Vanessa Chianese Manager, Consumer Insights and Brand Strategy Mazda North American Operations
Ami Chitwood Sr. Brand Manager & Eminence - Social Media Team Deloitte
Alok Chopra Marketing Consultant Dell Inc.
May Choy Senior Business Analyst Penguin Random House
Claudia Ciciliano Sr. Manager- Digital Strategy Novartis Consumer Health, Inc.
Amanda Cifone Sr. Associate - Brand Strategy Capital One Services, Inc.
Andrew Clarke Principal Vanguard Group, Inc.
Margaret Codan Executive Commercial Leadership Program, Global Marketing General Electric Company
Lauren Collier Marketing Manager Kimberly-Clark Corporation
Frank Cotignola Cons Insights Manager, Knowledge Management Mondelez International, Inc.
Suzanne Coupe US Sector Marketing Leader PricewaterhouseCoopers
Erica Curtis Director, Marketing Analytics Penguin Random House
Scott Dai Commodity Manager Intel Corporation
Sara Danylo Customer Marketing Assistant H. J. Heinz Company
Cindy DeLong Analyst Wahl Clipper Corporation
Maureen Devane Manager - Insights PepsiCo, Inc.
Lawrence DiCapua Global Revenue Marketing Leader General Electric Company
Hope Diaz Director, Consumer Insight and Strategy Burger King Corporation
Kristen Didier Manager, Advertising, Media & Brand SeaWorld Parks and Entertainment
Jennifer Diebling Directo of Marketing Operations Build-A-Bear Workshop, Inc.
Dan Dipiazzo Vice President, Marketing Busch Gardens & Water Country USA Williamsburg
Keith Domalewski Director, Marketing Services Just Born, Inc.
David Donnelly Senior Manager, Strategic Sourcing The Hershey Company
Rich Dorfman VP, Customer Experience & Market Research Eastern Bank Corp.
Steven Douvas Assistant Vice President, Manager Market Research FM Global
Chris Doyle Director of Pricing and Market Analysis Aspen Dental Management Inc.
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
Steve Endebrock Research Projects Manager Florida Power & Light Co.
Tom Febbraio Manager, Global Business Insights Mattel, Inc.
Tamica Fields Marketing Specialists/Sony Life Space Premium Consultant Sony Electronics Inc.
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.
Larry French Senior Marketing Director Hanesbrands, Inc.
Jon Friedman VP, Global Consumer Research Maybelline, Inc.
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
John Gregory Manager, Media Operations Anheuser-Busch InBev
Christina Grendon Manager, Brand Strategy TD AMERITRADE Holding Corp.
Lauren Hackett Director, Communications & Social Media Consumer Reports
Annette Hagood Director Xerox Corporation
Emily Harris Marketing Analyst Orange Leaf Frozen Yogurt
Heather Harrison Transfer Pricing Marketing Leader PricewaterhouseCoopers
Chris Helle Executive Director, Brand Marketing & Strategy Comcast Cable
Christine Hibberd Product Development Manger Innocor Inc.
Maria Hokanson Vice President, U.S. Product & Brand Marketing International Dairy Queen, Inc.
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 Financial Advisor Program Senior Marketing Manager Deloitte
Jeffrey Ignaszak Director, Marketing Innovation Stryker Orthopaedics
Ryan Johne Marketing Manager, Campaign Analytics Expedia, Inc.
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.
Richard Kelly Director, Global Market Research GE Consumer Finance
Jeff Kenin Director, Global Consumer Insights Bayer Corporation
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.
Julie LiaBraaten Sr. Director, Marketing/Consumer Insights T-Mobile USA, Inc.
Elliot Lum Vice President, Strategic Marketing Columbia Records, Division of Sony Music
Dustin Lyle Director, Strategic Sourcing Sony Pictures Entertainment - (SS&P)
Karen Makransky Product Marketing Manager Dell Inc.
Jacqueline Manzo Consumer Insights and Marketing Innocor Inc.
Scott Martino Marketing Analytics & Insights Manager Audi of America
Mary McCartney Director, Corporate Communications, Public Affairs Consolidated Edison Co. of New York, Inc.
Heather McKnight Strategic Consultant, Digital Metrics Humana Inc.
Wallace Mealiea Manager, Customer Research & Advertising Edison Electric Institute
Kendra Metz Sr. Manager NASCAR
Milan Mijatovic User Experience Researcher Fidelity Investments
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.
Ofelia Morera Senior Staff, Brand Management Verizon Communications
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 Primary Research American International Group, Inc.
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
Lucy Pellegrino Senior Strategic Marketing Manager Nikon, Inc.
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
Emory Rehkop Accounting Analysis Manager Enterprise Holdings, Inc.
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 Asst. Director, Digital Strategic Partnerships The Hartford
Jen Rother Director, Business Strategy & Integration Universal Orlando Resort
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.
David Sedgwick Marketing Operations Specialist American Family Insurance
Richard Shakarchi Managing Director, Marketing Performance & Measurement TD AMERITRADE Holding Corp.
Jennifer Shaw Marketing Research Analyst, Brand Strategy & Communications John Hancock Financial Services, Inc.
Michael Shaw Brand and Advertising Program Manager Wells Fargo & Co.
Vincent Sigismondo Senior Manager, Marketing Analytics Gilt Groupe, Inc.
Ronda Slaven Market Research and Competitive Intelligence Synchrony Financial
Leeza Slessareva Sr. Director, Strategy & Operations - Analytics Visa Inc.
Nisha Smalls Consumer Education & Outreach Specialist Commodity Futures Trading Commission
Judy Smydo Brand Strategy Manager Alcoa Inc.
Denny Socha Advertising Research Manager General Motors Company
Sarah Stalnecker Media Manager Anheuser-Busch InBev
Diane Sterritt Director, Research and Learning SEI
Jonathan Stine Procurement Manager for Market Research Nestlé USA
Jack Suvak Sr. Director, Consumer & Market Insights Moen Incorporated
Chunyu Tang   Ernst & Young LLP
Richard Thorogood Vice President, Consumer and Marketing Insights Colgate-Palmolive Company
Belinda Tipkelan Senior Market Research Specialist EmblemHealth
Carolyn Tritschler Director, Marketing and Communications Travelers
Chelsea Vaughn VP, Online Marketing Operations Penguin Random House
Harlan Wahrman Director - Analytics & Insights Massachusetts Mutual Life Insurance Co.
Malaika Walls Director, Market Research Sesame Workshop
Caroline Walsh Marketing Analyst Hiscox
Robert Welborn Applied Analytics USAA
Tulie White Global Consumer Insights Estee Lauder Companies Inc.
Greg Whiteman Manager, Market Research United States Postal Service
Rachel Williams Category Manager Johnson & Johnson Vision Care
Marcy Wynne Manager C Spire Wireless
Ruobing Xia Associate Director, Brand Marketing Boehringer Ingelheim Pharmaceuticals, Inc.
Greg Yeadon Brand Manager Central Garden & Pet Company
Jennifer Young Senior Director, Advertising and Consumer Research Robert Half
Elizabeth Zammit Senior Director, Research & Analytics Columbia Records, Division of Sony Music
Susana Zialcita Associate Marketing Director Penguin Random House

Next Meeting(s)

Research & Measurement
Wednesday, December 9, 2015
New York , NY

Prior Meeting(s)

Research & Measurement
Wednesday, May 13, 2015
New York , NY

Research & Measurement
Wednesday, February 25, 2015
New York , NY

Research & Measurement
Wednesday, December 10, 2014
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

Production Management

New York, NY

Brand Management

New York, NY

Digital & Social

New York, NY

Agency Relations, West Coast Chapter

San Francisco, CA

Integrated Marketing

Chicago, IL

Media Leadership

New York, NY

Midwest Digital & Social

Chicago, IL

Advertising Financial Management

New York, NY

In-House Agency Day

New York, NY

Media Leadership, West Coast Chapter

Irvine, CA

Full Committee Schedule