Measurement & Accountability Committee (formerly the Data & Measurement Committee)

The ANA Measurement & Accountability Committee (formerly the Data & 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.

Measurement is undergoing a renaissance with marketers and CMO's engaging directly in a marketer led measurement agenda designed to enable optimal decision making through a complete, transparent and objective measurement system. With that the ANA changed the name of the Data & Measurement Committee to better reflect the evolving focus of the committee. The Measurement & Accountability Committee, formerly Data & Measurement Committee, will focus on issues consuming marketers today, which include obtaining privacy safe, true cross-media measurement, progress on standards for multitouch attribution and the applications of data and technologies such as AI in the world of measurement.

The committee works closely with other industry groups including the Advertising Research Foundation and Media Rating Council.

This committee helps program the virtual 2020 ANA Media & Measurement Conference, which will occur September 23-24, 2020. ANA is bringing together the top priorities of media and measurement into a single industry event.  

Topics at the ANA Media & Measurement Conference will include cross-media measurement, the evolving video landscape (CTV, etc., multi-touch attribution, in-house media, emerging media technologies (e.g. AI), and more. 

Committee Chair:
Greg Pharo, Director, Media Analytics, The Coca-Cola Company

ANA staff managing the Measurement & Accountability Committee is Patti Wakeling.

Discussion Topics

• Optimizing cross platform campaigns
• Media Measurement
• Managing data
• Attribution
• Marketing Mix Modeling
• Predictive analytics
• Messaging/copy testing
• Neuroscience
• Customer insights

Leadership Initiatives

Improving Sponsorship Accountability Metrics
The ANA and MASB (Marketing Accountability Standards Board) have partnered on a project to provide greater insight and guidance into sponsorship measurement. As an important first step, a survey was fielded to ANA members to better understand current practices in sponsorship measurement. Marketing expenditures on sponsorship have increased considerably over the past several years, but progress in measuring and assessing sponsorship's business impact has been marginal, according to the study.

ANA Members Oppose Addition of Citizenship Question for 2020 Census
ANA members widely oppose the addition of a "citizenship" question to the 2020 census. The question asks, "Is this person a citizen of the United States?" The key concern among ANA members is that the addition of a citizenship question would depress response among both non-citizens and their families (even if family members are indeed citizens). Inaccurate census data would lead to misallocated marketing resources.

Using Data to Manage Agency Relationships — What's Important to Marketers
Research was conducted to better understand how ANA members are using data to manage agency relationships and how learnings can be applied to optimize client/agency performance. The work looked at 37 different data points across broad categories including media, billing/budgets, agency time/fees, production, and creative. This was a joint collaboration between ANA and Decideware.

The Critical Need for Accredited Third-Party Measurement for Viewability of Digital Advertising
ANA conducted a member survey on the issue of independent third-party measurement for viewability of digital advertising. Some large digital media owners do not allow third-party measurement vendors to report viewable ad impressions to their clients and instead, rely on internally derived metrics that have not been independently verified. This means marketers must trust the viewability metrics provided by those digital media owners, without any independent verification, to determine if their ads performed as contracted. Key survey findings include (a) an overwhelming 97 percent of marketers believe that the larger digital media owners should allow their inventory to be measured by a third party and (b) 61 percent of respondents would shift their spending elsewhere, if a digital media owner does not provide third-party measurement.

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.