Strategically setting, leading, and supporting the execution of marketing's measurement agenda.
Measurement is a core discipline of marketers and is deeply woven into all aspects of today's marketing agenda. Measurement is the key to gaining crucial business insights, carrying out successful ad campaigns, making data-driven business decisions, and generating strategic growth.
Marketers can leverage the Measurement for Marketers (MFM) practice, which drives needed changes in measurement, analytics, and research. MFM helps marketers navigate a complex measurement ecosystem, while educating them on business-impacting changes and fostering a measurement and research community.
MFM's leadership helps marketers through:
Upcoming Events
Mark Your Calendars
Join us at the 2024 Measurement & Analytics Conference on September 16 – 18 in Chicago, Ill. to connect with your peers and tap into the latest insights.
See What You Missed
Watch highlights and review presentations from the 2023 ANA Data, Analytics, & Measurement Conference, which showcased the power of measurement and the value of a data-driven marketing strategy.
Speaker Opportunities
Measurement for Marketers is always looking for qualified presenters for our various events, providing valuable insights and learnings into the world of measurement.
National Industry Conferences
Experience a mix of insightful content, networking, and entertainment at these high-quality events.
| September 16th |
2024 ANA Measurement & Analytics Conference Chicago |
Measurement & Accountability Committee
Offering measurement executives, researchers, digital analysts, and consumer insight specialists an opportunity to foster a measurement community and drive measurement standards and research best practices.
| November 30th |
The Vision and Application of Next Generation of Measurement: Unified, Cross-Screen and Cooperative 60 Minutes |
Measurement Webinars
Hear from ANA Measurement partners and industry experts on timely, relevant, and innovative topics in the measurement and research landscape.
| November 30th |
The Vision and Application of Next Generation of Measurement: Unified, Cross-Screen and Cooperative 60 Minutes |
ANA Cross-Media Measurement Initiative
Delivering a complete and transparent view of ad exposure across all media.
New market developments and a highly fragmented media landscape have challenged traditional measurement approaches and created significant knowledge gaps for marketers. One of the biggest challenges facing marketers is the inability to assess how many people their ad campaigns reached and how often across all media.
The ANA Cross-Media Measurement Initiative is focused on creating a transparent, privacy-compliant measurement solution using a first-party data-based approach. Led by marketers, this industry-wide initiative unites stakeholders spanning the entire advertising ecosystem, including digital platforms, media companies, the VAB, 4A's, and their corresponding members. Strategic partners also include the MRC, serving as a key advisor, and industry vendors, operating as executing parties. See the full list of project partners (PDF).
Press Releases
VAB and 4A’s Join ANA Cross-Media Measurement Effort
December 23, 2021
ANA Takes Next Major Step in Cross-Media Measurement Project
November 1, 2021
ANA Takes Key Step in Cross-Media Measurement Effort
June 24, 2021
Join the Cross-Media Measurement Initiative
Please email measurement@ana.net to learn more about joining this initiative.
Industry Research
The ANA's MFM practice is committed to conducting research in the evolving media measurement space. Through groundbreaking new studies and advanced research, MFM seeks to further innovation that propels the industry forward.
Multi-Currency TV Market Study
The ANA recently partnered with 4A's, CIMM, and Deloitte to conduct a study on industry perspectives on the transition to a multi-currency national TV market.
Data, Tech, and Measurement Partners
