Coverage of the ANA Measurement & Analytics Conference

Bayer is pioneering a new approach to retail media optimization by integrating transparent incrementality measurement with real-time media activation, resulting in a 32 percent boost in incremental ROI.

Novartis’s Hemant Kumar gave a 101-level overview of how pharma brands might approach maximize advertising on CTV, discussing measurement and partnership strategies designed to enhance brand visibility and improve overall performance beyond driving awareness.

Hear how agile, granular MMM can help improve your team's marketing effectiveness, efficiency, and ROI. OptiMine shared five client case studies in five minutes.

This session offered a behind-the-scenes look at how data science is used to measure marketing impact and decomplexify marketing strategies.

The media landscape is fragmented and complex. In this session, learn how Aquila can create more cost-effective media plans by purchasing fewer GRPs, thereby reducing waste by as much as 20 percent.

Navigating today’s fragmented media landscape and economic uncertainty requires a new approach to marketing measurement. In this video, GroundTruth showed how to find the “hidden ROI”, the ideal customers you’re missing, by leveraging real-world behavior data.

In this session, Angela Fenwick shared how Bayer is pioneering a new approach to retail media optimization and planning by integrating neutral, transparent incrementality based measurement with real-time media activation.

In today’s complex media landscape, Media Mix Modeling (MMM) is making a comeback. But without causal grounding, even the most elegant models can mislead. In this video, Measured's Will Post revealed how enterprise brands are fusing incrementality testing with MMM to transform models from “best guess” to business-driving truth.

In this video, LinkedIn demonstrated how it transformed marketing from a cost center into a growth catalyst by implementing a comprehensive measurement framework that combined media mix modeling, incrementality testing, and modeled attribution to drive business decisions and optimize performance across the full customer journey.

This joint session with Adobe and H&R Block explored how H&R Block transitioned from a traditional third-party MMM provider and manual spreadsheet-heavy work to a more agile, in-house measurement framework using Adobe Mix Modeler.

In this video, Nielsen, Realeyes, and Captiv8 demonstrated how attention measurement represented the next frontier in marketing analytics, enabling brands to move beyond traditional reach and frequency metrics to predict sales outcomes and optimize campaign performance across platforms.

In this video, Andy Hasselwander, chief analytics officer at Marketbridge, highlighted his five principles for re-instilling quality in marketing analytics, which are designed to bring a human aspect back into a marketing practice and rekindle the trust consumers once had in businesses.

In this video, PepsiCo challenged the industry's addiction to easy metrics and made the case for a new measurement agenda — one that's built to prioritize what's meaningful over what's convenient.

In this video from a session at the 2025 ANA Measurement and Analytics Conference, Dell discussed designing research processes for changing environments.

In this video, Eli Lilly showcased how pharmaceutical brands can maintain competitive advantage in an increasingly fragmented media landscape by implementing unified measurement strategies that track deduplicated reach and frequency across linear TV and streaming platforms.

In this video, HP Inc.’s Kumar Ram shared how he and his team built a data quality framework that prioritized data integrity, completeness, and validity by leveraging AI to detect anomalies, perform gap filling, and identify data relationships across various domains.

In this video, Instacart dove into causal methods of measuring incrementality and the importance of pushing the retail media industry toward adopting randomized controlled trials (RCTs), the gold standard for measuring advertising effectiveness.

In this video from a session at the 2025 ANA Measurement and Analytics Conference, McDonald’s outlined five questions for marketers to ask their teams to improve data ecosystems.

When markets move fast and pressure on performance is high, the brands that win aren’t just spending smarter, they’re measuring smarter. In this video, Gain Theory and BetMGM shared career spanning insights on how the most forward thinking brands transform their marketing effectiveness programs to deliver more impact, more often.

In this video, Sasi Telluri, head of brand analytics at USAA, explored how USAA is reengineering its marketing measurement framework to support a "profitable growth" strategy.