Measurement and Accountability Committee Thought Leadership

During a session at a July 2025 ANA Measurement and Accountability Committee meeting, 3 Standard Deviations discussed best practices for using AI tools in measurement.

During a session at a July 2025 ANA Measurement and Accountability Committee meeting, PMG discussed the measurement framework that it uses to advance its sponsorships.

Comscore shared how it transforms big data sets into aggregated insights on individual viewing behavior to help brands better inform and measure their TV campaigns.

The Carolina Hurricanes Hockey Club shared how its two man team leverages its SMS program to engage fans with informative, valuable, and entertaining content and one-to-one interactions.

Sarah Renner, VP at Marketbridge, and Sam Arrington, VP at Marketbridge, discussed identity resolution, media landscape, and new measurement models, as well as predictions for 2024, at an ANA event.

Helen Gonzalez of Nationwide shared insights on how to grow user-generated content (UGC) by fostering authentic online communities, increasing engagement, and leveraging content contributed by users.

Albert Thompson, managing director of digital innovation at Walton Isaacson, shared how machine learning intends to usher in a new era of measurement.

Barbara Connors, VP of strategy and acceleration at 84.51°, shared research on disruption around shopper behavior and loyalty in our inflationary environment, and how to unlock new value from data science to measure and act on rapidly changing shopper trends.

Ulta Beauty described how it has embraced purpose as a brand and the impact that change has had on its business performance.

With firsthand experience using attention metrics to drive better advertising outcomes, marketers are beginning to explore attention as a currency. Earlier this year, MediaCom partnered with Adelaide, Kargo, and Google Display and Video 360 to launch the first programmatic campaign guaranteeing media quality with attention metrics.

Unpack the metaverse through real-life examples and best practices. Alan Haft, president at Trivver, discussed how to measure in this space, what KPIs to look for, and the top tips marketers need to know.

AB InBev provided an inside look into how they used AI for creative benchmarking, testing and optimization, and the impact of AI on measuring ROI. The company discussed the steps they took, keys for implementation, best practices, and more.

Global marketing executive Emily Culp shared her perspective on the power of the influencer, how to measure their impact, and how to monetize their worth.

Analytic Partners shared numerous observations that shed light on how to understand, optimize, and effectively measure marketing on different channels.