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 first-ever ANA ROI & Measurement Conference (scheduled for September 2014) 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 Co-Chairs:
Gayle Fuguitt, President & CEO, Advertising Research Foundation
Jeffrey Holecko, North American Media Manager, Kimberly-Clark Corporation
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 |
|---|---|---|
| Gayle Fuguitt (Co-chairperson) | President & CEO | Advertising Research Foundation |
| Jeffrey Holecko (Co-chairperson) | North American Media Manager | Kimberly-Clark Corporation |
| Randy Adis | Director, Strategy & Insights | PepsiCo, Inc. |
| Monne Andersen | Director, Consumer Insights | King`s Hawaiian Bakery West, Inc. |
| Heather Anquillare | Marketing Manager, Window Designs Division | Hunter Douglas, Inc. |
| Diane Augustine | Director, Patient Loyalty | Aspen Dental Management Inc. |
| Lauren Axe | Director Brand Marketing | Checkers Drive-In Restaurants, Inc. |
| Mark Barabell | Director, Consumer Insights | Pernod Ricard USA |
| Scott Benson | Group Manager-Marketing Research | Lorillard Tobacco Company |
| Nelly Bentz | Group Leader, Consumer and Customer Insights | 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 |
| Bonnie Bluemke | Mattel, Inc. | |
| Lise Brende | Head of Research & Analytics | Columbia Records, Division of Sony Music |
| 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 |
| Jack Chen | Market Research Consultant | Dell Inc. |
| Ingrid Chen | VP, Global Markets Marketing & Communications | Bank of New York Mellon |
| Vanessa Chianese | Manager, Consumer Insights and Brand Strategy | Mazda North American Operations |
| Ami Chitwood | Sr. Manager - Social Media | Deloitte |
| Alok Chopra | Marketing Consultant | Dell Inc. |
| May Choy | Senior Business Analyst | Penguin Random House |
| Amanda Cifone | Sr. Associate - Brand Strategy | Capital One Services, Inc. |
| Andrew Clarke | Principal | Vanguard Group, Inc. |
| Kristyn Clement | Director, Research & Insights | AT&T AdWorks |
| Lauren Collier | Marketing Manager | Kimberly-Clark Corporation |
| Frank Cotignola | Cons Insights Manager, Knowledge Management | Mondelez International, Inc. |
| Erica Curtis | Penguin Random House | |
| Sara Danylo | Customer Marketing Assistant | H. J. Heinz Company |
| Cindy DeLong | Analyst | Wahl Clipper Corporation |
| Maureen Devane | Manager - Insights | PepsiCo, Inc. |
| Hope Diaz | Director, Consumer Insight and Strategy | Burger King Corporation |
| Lawrence DiCapua | Global Revenue Marketing Leader | General Electric Company |
| Kristen Didier | Manager, Advertising, Media & Brand | SeaWorld Parks and Entertainment |
| Dan Dipiazzo | Vice President, Marketing | SeaWorld Parks and Entertainment |
| Keith Domalewski | Director, Marketing Services | Just Born, Inc. |
| David Donnelly | Senior Manager, Strategic Sourcing | The Hershey Company |
| Steven Douvas | Assistant Vice President, Manager Market Research | FM Global |
| Tammy Dresen | Primary Research Administrator Consumer and Market Research | American Family Insurance |
| Carol Dunne | Vice President of Marketing | La Quinta Inns and Suites |
| Tom Febbraio | Mattel, Inc. | |
| Tamica Fields | Marketing Manager | IMAN Cosmetics |
| 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. |
| Jon Friedman | VP, Global Consumer Research | Maybelline, Inc. |
| Nikki Gainey | Director, Global Business Analysis | GE Healthcare |
| Sharon Gallacher | Director, Integrated Digital Marketing | GlaxoSmithKline |
| Katy Giffault | VP, Global Consumer Insights | Hasbro, Inc. |
| Virginia Gilmour | 2VP, Enterprise Market Research | Travelers Insurance |
| Jimmy Gonzales | Manager | Hewlett-Packard Company |
| Lauren Hackett | Director, Communications & Social Media | Consumers Reports |
| Emily Harris | Marketing Analyst | Orange Leaf Frozen Yogurt |
| Chris Helle | Executive Director, Brand Marketing & Strategy | Comcast Cable |
| Christine Hibberd | Product Development Manger | Sleep Innovations, Inc. |
| Maria Hokanson | Sr. Director, U.S. Product & Brand Marketing | International Dairy Queen, Inc. |
| Christine Hung | Senior Marketing Manager | Penguin Random House |
| Adam Hunter | Market Research and Planning Director | Ladies Professional Golf Association |
| Heather Hutson | Sr. Communications Associate | Deloitte |
| Kelsey Jakee | Lead Buyer, Market Research | Chrysler Group LLC |
| Ken Jones | VP Corporate Marketing | Carnival Corporation |
| Teresa Joy | Director | Dell Inc. |
| Alexander Kaplan | Consumer Marketing Consultant | Dell Inc. |
| Ed Kavilanz | Asst. Manager - Club Nintendo | Nintendo of America, Inc. |
| Shadee Kazemi Carlson | Senior Group Manager Marketing Business Intelligence | Target Corporation |
| Richard Kelly | Director, Global Market Research | GE Consumer Finance |
| Jeff Kenin | Director, Global Consumer Insights | Merck Consumer Care |
| Amanda Kim | Social Media Analyst | Under Armour Inc. |
| 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 | ING Americas |
| Pamela Leichter | Marketing Research Director | Memorial Sloan-Kettering Cancer Center |
| Theresa Lewis | VP, Market Research | Wyndham Worldwide Corporation |
| Melissa Leymon | Marketing Program & Planning Manager | PNM Resources, Inc. |
| Elliot Lum | Vice President, Strategic Marketing | Columbia Records, Division of Sony Music |
| Karen Makransky | Product Marketing Manager | Dell Inc. |
| Jacqueline Manzo | Consumer Insights and Marketing | Sleep Innovations, Inc. |
| Mary McCartney | Director, Corporate Communications, Public Affairs | Consolidated Edison Co. of New York, Inc. |
| Wallace Mealiea | Manager, Customer Research & Advertising | Edison Electric Institute |
| Milan Mijatovic | Marketing Research Manager | E*Trade Financial Corp. |
| 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, PAB/PAF Adv. Mktg | PepsiCo, Inc. |
| Andre Moraes | Penguin Random House | |
| Christopher Morgan | Director of Media and Branding Analytics | Prudential Insurance Company of America |
| Susan Morgenstern | Group Manager - Innovation Research | Verizon Communications |
| 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 | Vice President, Global Youth Consumer & Marketing Insights | MasterCard Worldwide |
| Ann Neale | Manager Brand Planning | U.S. Cellular Corporation |
| Bhavesh Pandya | Senior Manager | TD AMERITRADE Holding Corp. |
| Bob Pankaukas | Market Research Director | Allstate Insurance Company |
| Lucy Pellegrino | Senior Strategic Marketing Manager | Nikon, Inc. |
| Phil Penuela | Manager, 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 |
| 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 | Sr. Brand Manager | Tervis Tumbler Company |
| Marilyn Rice | Senior Manager, Global Consumer Insights | Colgate-Palmolive Company |
| Jared Robinson | West Coast Strategies | Phillips 66 Company |
| David Rodriguez | Global Consumer Insights | General Mills, Inc. |
| Ilene Rosen | Communications Technology Manager | GE Healthcare |
| 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 | Customer Experience Consultant | American Family Insurance |
| Richard Shakarchi | Director of Market Research | E*Trade Financial Corp. |
| Michael Shaw | Brand and Advertising Program Manager | Wells Fargo & Co. |
| Jennifer Shaw | Marketing Research Analyst, Brand Strategy & Communications | John Hancock Financial Services, Inc. |
| Helena Shirley | Consumer Insights | Caribou Coffee Company, Inc. |
| Denny Socha | Advertising Research Manager | General Motors Company |
| Diane Sterritt | Director, Research and Learning | SEI |
| Jonathan Stine | Procurement Manager for Market Research | Nestlé USA |
| Michael Stoeckel | Head of Ad Operations, Digital Marketing Group | JPMorgan Chase & Co. |
| Ajantha Suriyanarayanan | Business Leader, Marketing Performance Management | Visa Inc. |
| Jack Suvak | Sr. Director, Consumer & Market Insights | Moen Incorporated |
| Gordon Tang | Ernst & Young LLP | |
| Richard Thorogood | Director of Strategic Insights & Analytics | Colgate-Palmolive Company |
| Carolyn Tritschler | Director, Marketing and Communications | Travelers |
| Chelsea Vaughn | VP, Online Marketing Operations | Penguin Random House |
| Robert Welborn | / Applied Analytics | USAA |
| Marcy Wynne | Manager | C Spire Wireless |
| Ruobing Xia | Associate Director, Brand Marketing | Boehringer Ingelheim Pharmaceuticals, Inc. |
| Jennifer Young | Senior Director, Advertising and Research | Robert Half International |
| Elizabeth Zammit | Columbia Records, Division of Sony Music |
