Coverage of the ANA Measurement & Analytics Conference

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

During a session at the 2025 ANA Measurement and Analytics Conference, Google discussed how it’s rethinking measurement strategies to make better business decisions.

During 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.

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.

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.

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.

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

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 session, GroundTruth showed how to find the “hidden ROI”, the ideal customers you’re missing, by leveraging real-world behavior data.

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.

How do you transform a fleeting impression into a life-changing decision to serve? In this session, speakers unpacked how the U.S. Army Enterprise Marketing Office (AEMO) uses analytics to illuminate every step of the prospect journey — from awareness and digital engagement to contract signing.

How do you transform a fleeting impression into a life-changing decision to serve? In this session, speakers unpacked how the U.S. Army Enterprise Marketing Office (AEMO) uses analytics to illuminate every step of the prospect journey — from awareness and digital engagement to contract signing.

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. Will Post, VP of Growth at Measured, revealed how enterprise brands are fusing incrementality testing with MMM to transform models from “best guess” to business-driving truth.

In this video, get a two-minute overview of the 2024 ANA Measurement & Analytics Conference.

Digital transformation was on the horizon as Kraft Heinz was looking for a measurement approach that balanced strategy with actionability and accountability. In this video, Kraft Heinz shared how a partnership with Analytic Partners led to the implementation of Commercial Analytics.

Georgia-Pacific shared how it leverages transparency and measurement to create value with retail media and identify the right activation approach.

Georgia-Pacific is leveraging transparency and measurement to generate higher ROI with retail media.

In this video, Georgia-Pacific shared how it leverages transparency and measurement to create value with retail media and identify the right activation approach.

United Airlines created a Super Bowl campaign to drive awareness of its new change policy that allows travelers to change their flights as many times as they’d like without incurring a fee.

United Airlines scored a Super Bowl marketing success with a local campaign that connect emotionally with sports fans.