2015 ANA Masters of Measurement Conference | Industry Conferences | Events & Webinars | ANA

2015 ANA Masters of Measurement Conference

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“What gets measured is what gets done" is an old business maxim that's as relevant today as it has ever been.  Plain and simple, better measurement can help marketers make better business decisions and, as a result, add billions of dollars to the bottom lines of the marketing ecosystem. This ANA conference focused exclusively on measurement — the “Masters of Measurement” Conference — will provide attendees with practical ideas to improve marketing decision making through measurement.


Bill Duggan
Group Executive Vice President

Gayle Fuguitt
CEO and President
Advertising Research Foundation

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Wednesday, September 16, 2015
3:00pm Registration Opens

Pompeii Ballroom Foyer
4:00pm Preconference

Pompeii Ballroom


Every brand steward wants powerful analytics, but what does it take to build a world-class analytics program? This session will take you step by step through the process of building a powerhouse analytics team, from questions your program should pose to identifying the best job candidates, to determining which technologies to deploy, to earning respect and buy-in from the wider organization. Attendees will come away with a clear road map to analytics success, whether they’re looking to build an analytics team from scratch or elevate an analytics group to the next level.

Ioana Badea (@intel)
Director, Global Insights Intel Corporation
Kathy Bachmann (@KathrynBachmann)
EVP, Managing Director MarketShare
6:00pm Reception  

The Promenade Room
7:00pm Dinner  

How Visa’s World Cup Team Scored With Marketing Signal Measurement

Visa, a FIFA partner, executed a massive marketing campaign in 40+ countries across 900+ digital properties during the 2014 World Cup in Brazil. To maximize their media investment, Team Visa had to make the most of every single day during the precious weeks of the event. Learn how Visa partnered with Origami Logic to harvest, refine and analyze millions of daily marketing signals - from every ad, creative, post, keyword, video, email, and website visit  - and make continuous performance adjustments to their World Cup campaign. You will also hear how Visa is leveraging their signal measurement strategy, developed and refined over the past 18 months, as they prepare for the 2016 Olympic Games in Rio.

Erin Green (@VisaNews)
Director, Social and Digital Analytics Visa
Opher Kahane (@OrigamiLogic)
CEO and Co-Founder Origami Logic
Pompeii Ballroom
Thursday, September 17, 2015
7:30am Breakfast  

Closing the Loop from Online Campaigns to Offline Conversions

Tony Marlow, Yahoo's head of B2B Insights, will speak on next generation measurement solutions, with a focus on multi-touch attribution and closed loop reporting.  Learn how new attribution models are making online ad campaigns more effective and driving real-world results, including offline CPG sales and television tune-in.

Tony Marlow (@tonytonymarlow)
Head of B2B Insights Yahoo!
Pompeii Ballroom
8:30am General Session

Ocean Tower Ballroom II

Opening Remarks

Bob Liodice
President and CEO ANA


Nate Silver is a leading statistician and best-selling author known for his unique brand of creativity, journalism, and statistical analysis. Founder of the award-winning website FiveThirtyEight, he has established himself as today’s leading statistician through his innovative analyses of political polling. Nate first gained national attention during the 2008 presidential election, when he correctly predicted the results of the presidential election in 49 states along with all 35 U.S. Senate races. In 2012 FiveThirtyEight predicted the election outcome in all 50 states. FiveThirtyEight has made its founder the public face of statistical analysis and political forecasting. Before delving into politics, Nate established his credentials as a baseball statistician. His most recent book The Signal and the Noise: Why So Many Predictions Fail – But Some Don’t is a New York Times bestseller.

Nate Silver (@NateSilver538)
Founder, FiveThirtyEight Author, The Signal and The Noise


For over a decade, we have been talking about the internet, the rise of data, and how they will change our behavior as a society, how consumers will interact with brands and businesses, and how businesses will ultimately operate. Society is changing and the signs of it are everywhere, including mobile, social media, e-commerce, and the use of technology in general. In the world of Unilever marketing and in pursuit of creating “1 Billion People” through its €6 billion (Euros) annual investment in media, this translates into an entirely new way for marketers to understand and relate to everyday people. The “People Data Programme” at Unilever includes social and digital channels, understanding and managing data, and building a flexible business model designed to evolve with changing needs. Come hear how Unilever is delivering on the long-extolled potential of the internet and high technology.

Shawn O’Neal (@Shoneal99)
VP, Global Marketing Data and Analytics Unilever
10:30am Networking Coffee Break

General Session (cont.)


MGM Resorts International is a leading global hospitality and entertainment company, with a portfolio of over 15 destination resort brands including Bellagio, MGM Grand, Mandalay Bay, City Centre, and Mirage. As chief experience officer/CMO at MGM, Lilian Tomovich is responsible for loyalty marketing, CRM, advanced analytics, and consumer insights and research to drive sales. She will discuss the company’s approach to leveraging big data and analytics to drive loyalty in the casino industry.

Lilian Tomovich (@lilitomovich)
Chief Experience Officer/Chief Marketing Officer MGM Resorts International


Mayur Gupta is the senior vice president, head of digital at HealthGrades, responsible for establishing a digital ecosystem that connects data, content, media, enterprise and innovative marketing technologies to deliver seamless health care experiences in a complex digital world; fundamentally putting the human at the center of the health ecosystem and inspiring behavioral change toward healthy living. Prior to HealthGrades, Mayur was the global head of marketing technology and innovation for Kimberly-Clark, responsible for the vision, strategy and development of all digital & e-commerce capabilities across their global iconic brands. In this session, discover how to bring "human" back into the digital evolution and the best ways to enable brands to deliver a seamless and omnichannel consumer experience. 

Mayur Gupta (@inspiremartech)
Senior Vice President, Head of Digital HealthGrades
12:30pm Lunch  

What happens when you connect media planning with performance monitoring?

At most advertisers, marketing performance results monitoring is handled separately from media planning. Media planning is seen as a process and often outsourced. But the media planning process produces a ton of valuable “here’s what we plan to do” data. When you combine that with “here’s what actually happened” marketing performance data, something magical happens: First, you immediately discover problems you didn’t know you had. Second, you discover new insights that can be used for immediate performance gains. In this session, you’ll learn about two case studies and about a powerful new calculation that will level up your performance measurement.

Joe Pych (@jpych)
CEO Bionic Advertising Systems
Pompeii Ballroom
1:30pm General Session (cont.)

Ocean Tower Ballroom II


John Joninas leads the pricing and analytics function at Orkin Pest Control, and he created the analytics team within the organization. The team integrates data from multiple sources to provide a single view of the customer, with insights uncovered via analytics that enable Orkin to optimize its service offerings and pricing. John will discuss the creation of the in-house analytics team and lessons learned as well as pricing, an often-overlooked element of the marketing mix. He will also examine Orkin’s overarching measurement process which drives leads and conversions.

John Joninas (@AskTheOrkinMan)
Managing Director, Pricing and Analytics Orkin Pest Control


CIMM will provide an update on initiatives underway designed to provide tangible solutions to the challenging problems of cross-platform measurement. Hear the latest developments in vital industry initiatives including:

  • Completion of Phase 2 in CIMM’s “Project Blueprint” collaboration with comScore
  • Progress in measuring youth’s total cross-media usage, underway with RealityMine and TiVo Research (the first R&D initiative to measure and attribute whole family TV usage combined with OTT/VOD video viewing, and internet and mobile content consumption in and out of home)
  • CIMM’s partnership with the ANA’s Ad-ID in the TAXI initiative – Trackable Asset Cross-Platform Identification – which is now selecting an open technology standard to embed Ad-IDs into audio watermarks that will be bound into video commercials for easy identification across media platforms.

Jane Clarke (@CIMM_News)
CEO and Managing Director Coalition For Innovative Media Measurement (CIMM)
3:00pm Networking Coffee Break

3:25pm General Session (cont.)


The CRE is an industry think tank which asks critical questions about audience measurement and conducts unbiased research to answer them. This session will review the questions CRE is currently asking, explain why these questions matter and describe the research it is conducting to answer them.  Projects include cross platform behavior, relative platform valuation, advanced analytics and improved accuracy in local television and radio measurement.

Richard Zackon (@CREtalk)
Facilitator Council for Research Excellence

AT&T has cracked the code for advertising ROI measurement

Greg Pharo leads the marketing sciences practice at AT&T to help his company optimize its return on marketing investment. His responsibilities include market mix modeling, media and pricing optimization, advertising and messaging research, attribution, and social media insights. AT&T cracked the code for advertising ROI measurement. Greg will discuss how the latest marketing science, big data, and market research techniques are used to increase bottom-line results.

Greg Pharo (@greg_pharo)
Director, Market Research & Analysis AT&T
4:30pm Adjournment

6:00pm Happy Hour Reception  

Mona Lisa Ballroom
Friday, September 18, 2015
7:30am Breakfast  

State of Digital Video in 2015

Online video viewing is growing rapidly and marketers are facing serious challenges along the way. Extreme Reach measures a big chunk of the digital video ecosystem and Ryan Pamplin, VP, Digital Evangelist, will share unique and eye opening insights gleaned from all of their incredibly complex big data. You will leave this session with a much greater understanding of what's really going on, and how you can hone in on what's really working to eliminate waste.

Ryan Pamplin (@RyanPamplin)
Vice President, Digital Evangelist Extreme Reach
Pompeii Ballroom
8:30am General Session

Ocean Tower Ballroom II


A new approach to media buying is taking shape in our industry. GoDaddy, the world’s largest technology provider dedicated to small business, has introduced innovative media buying tactics to more efficiently and effectively target audiences. Learn how this new breed of marketing utilizes a data-driven platform to generate better results.

Eric Fischer (@GoDaddy)
Director, Global Brand Media GoDaddy


As global head of the Revenue Marketing Center of Excellence at GE, Lawrence DiCapua’s primary role is to drive adoption of revenue marketing across all business units. The development of digital strategies that enable GE business units to drive deeper customer relationships, high-quality leads, and incremental revenue via digitally sourced data, advanced analytics, and marketing technology will be discussed. Lawrence will also cover methods of sharing resources to impart company-wide revenue marketing knowledge and foster skill development.

Lawrence DiCapua (@LawrenceHD)
Global Head, Revenue Center of Excellence GE
10:00am Networking Coffee Break

10:30am General Session (cont.)


The Media Rating Council (MRC) is a nonprofit industry association composed of leading television, radio, print and internet companies, as well as advertisers, advertising agencies and trade associations whose goal is to ensure measurement services that are valid, reliable and effective.

David Gunzerath
Senior Vice President & Associate Director Media Rating Council (MRC)


Illegitimate clicks, unseen ads and fraudsters cost marketers billions of dollars annually and threaten the health of the entire interactive advertising industry. Is your organization effectively addressing this growing risk? Learn five steps to take today to improve transparency and brand safety – and transact with trust online.

Steve Guenther (@SteveGuenther13)
VP of Digital Auditing Services Alliance for Audited Media


In today’s hyper-fragmented media world, marketers are demanding fully integrated, decision-ready measurement.  The ARF has been at the center of the industry conversation around measurement. This three part keynote will provide (a) a clear view on the state of the industry today; (b) well-articulated "must dos" to drive focus and actions, and an aligned vision for buyers and sellers; and (c) speed and skills to drive greater return on investment. Stand and deliver! We have to stop talking and start acting to collaborate, invest and do, now.

Gayle Fuguitt (@GayleFuguitt)
CEO and President Advertising Research Foundation
12:00pm Conference Adjournment

Cancellation Policy and Notes

Single ANA member and nonmember conference registrations can be cancelled in writing only via email (registration@ana.net). Phone cancellations are not accepted. A 50 percent refund will be granted, if written request for cancellation is received by email 60 calendar days before the conference starting date. No refunds will be granted for any cancellations received after the conference start date or for "no shows." Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. A $125 processing fee will be assessed to change the name on a registration. Hotel room cancellations must be sent directly to the hotel. Please contact the hotel for further details.

     1. The conference agenda is subject to change.
     2. A portion of your guest room rate will be used to offset conference costs.
     3. ANA accepts no responsibility for the loss of, or damage to, personal property.
     4. Registrations received after two weeks prior to the conference may not be included in the attendee list.