Measurement and Accountability
Measurement and Accountability is critically important to advertisers as it sets the foundation for business success. For marketers, measurement is the key to gaining insights into all aspects of their business, carrying out successful ad campaigns, making business decisions and driving growth opportunities.
The ANA invites marketers to leverage its Measurement for Marketers (MFM) practice, which drives needed changes in measurement, educates marketers on business impacting initiatives, and builds a measurement and research community furthering innovation and knowledge exchange.
The Challenge
New market developments and a highly fragmented media landscape have challenged traditional measurement approaches and created significant knowledge gaps for marketers. Companies are challenged to measure a highly complex and fragmented audience across various devices, platforms, and channels.
The ANA’s Response
The Measurement For Marketers (MFM) practice helps marketers navigate a complex measurement ecosystem while leading industry-wide initiatives like the ANA's Cross-Media Measurement (CMM) initiative, which focuses on creating a transparent, privacy-centric measurement solution that provides complete measures of all ad exposures.
Latest Content
Articles, insights, research, and more to advance your marketing and advertising.
Industry Insights
Real Ways to Deliver ROI with Data Enrichment
The modern marketer’s job now extends beyond eye-catching creative, impression volume, and engagement metrics. Marketing teams must define customer bases with the highest lifetime value — and then deliver those audiences at appropriately scaled acquisition and retention costs. As the ad industry looks for ways to maximize the use of data and audience insights amid cookie deprecation, data enrichment is moving to the forefront.
Conference Highlights
A Framework for Success: Pharmavite’s Measurement-Driven Approach
For metrics to work, marketers need a media strategy and a framework connecting business and media metrics.
Event Recaps
A Framework for Success: Pharmavite’s Measurement-Driven Approach
Tommaso Visentini, divisional VP of analytics and insights at Pharmavite, shared how he developed an innovative media measurement approach that helped the company to directly connect media outcomes to business objectives.
Featured Events
National, regional, and online events to help you learn and grow throughout the year.
Training
Equipping marketers with the skills they need to advance their careers, their brands, and the industry.
- Behind the Numbers: Applying Context to Digital Data & Creating Effective Reports (Half Day)
- Digital Marketing Institute (Regional Two Day)
- Driving Growth with Measurement (Regional Full Day)
Committees
Bringing marketers together to learn from each other and debate new approaches and solutions to industry hurdles.
A benefit of ANA membership, committee meetings feature a mix of member case studies, perspective from outside experts, and benchmarking/best-practice sharing that drive thought leadership on key industry issues. Each ANA committee meets three to four times per year and can be attended in person or remotely. Depending on the committee, 10 to 30 participants may attend — big enough for diversity of opinion, yet small enough for more intimate exchanges.
- Analytics & Data Science Committee
- Legal Affairs Committee
- Measurement & Accountability Committee
- Account-Based Marketing Committee
- Customer Experience Committee