Measurement for Marketers | ANA

Leading 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:

Twelve hands of various racial identities overlapping over a tan background

Community

Engage with and learn from the best and brightest marketing and media measurement practitioners in the industry.

join us

Crumpled paper in the shape of a man's profile on a blue background. Four blue puzzle pieces are overlayed where his brain would be.

Education

Get the skills and resources to lead the industry and the latest information on business-impacting changes and initiatives.

start learning

Four wooden marbles on a red background pointing toward a red marble on a yellow background

Leadership

Drive bold leadership visions and innovative programs, including the ANA Cross-Media Measurement Initiative.

learn more

Connect with the ANA Measurement Community


Measurement & Accountability Committee

Join a community of measurement executives, researchers, digital analysts, and consumer insight specialists to drive measurement standards and research best practices.

December 5 Measurement & Accountability
Virtual Meeting
Measurement Webinars

Hear from ANA partners and industry experts on timely, relevant, and innovative topics in the measurement and research landscape in live sessions also available for playback on demand.

October 24 Give Your Brand Tracking a Lift: Brand Tracking Principles and Perspectives
30 Minutes

Leverage the ANA's Measurement Insights


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.

Industry Research


Research Reports

ANA Ethics Code of Marketing Best Practices

2 months ago

The ANA Ethics Code of Best Marketing Practices is a framework of high-level principles, guidelines, resources and examples of ethical marketing and advertising best practices applicable to all entities engaged in marketing, advertising, and fundraising.

Knowledge Partners

What Do Retailers Need to Do to Make the Most of First-Party Data?

3 months ago

This report from Intent HQ leverages insights from some of the industry’s top experts on how to build a clear roadmap for first-party data success.

ASK Answers

Marketing in a Cookie-Less World

4 months ago

What strategies are developing for marketers to deal with the cookie’s eventual demise?

Knowledge Partners

The Ultimate Marketer’s Guide to SKAdNetwork (SKAN)

7 months ago

This guide from Kochava offers novices and experts alike a comprehensive guide to Apple’s privacy-enhancing SKAN technology.

Industry Perspectives


Event Recaps

Tips for Dealing with Recent Developments in Media Partnerships and AdTech

2 weeks ago

During a September 2024 meeting of the ANA’s Legal Affairs Committee, lawyers from BakerHostetler gave legal advice for how to maintain compliance with the various laws related to media partnerships, handling sensitive data, and the use of online trackers.

Event Recaps

Four Emerging Trends with a Potential for a Significant Impact on Marketers

2 weeks ago

During a session at a September 2024 meeting of the ANA’s Marketing Futures Committee, Hudson MX, a media management and measurement platform, shared predictions for four trends that it expects could reshape marketers’ approaches to their jobs.

Event Recaps

Cross-Media Measurement Initiative Reaches New Milestones

3 weeks ago

During a session at the ANA’s 2024 Measurement and Analytics Conference, the ANA and a panel of industry leaders gave an update on the progress that is being made toward the development of a cross-media measurement solution.

Event Recaps

Measuring Quality Over Quantity in Acquisition Marketing

3 weeks ago

Andy Hasselwander, chief analytics officer at Marketbridge, gave insight on methods, metrics, and approaches in marketing data.

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) and join us today.

Data, Tech, and Measurement Partners

Take the Next Step

To join the ANA Cross-Media Measurement Initiative or learn more about the ANA Measurement for Marketers practice, please email measurement@ana.net.

contact us