Coverage of the ANA Measurement & Analytics Conference
The ANA Measurement & Analytics Conference brings together marketers, researchers, and measurement experts to explore how modern measurement frameworks are evolving to support smarter decision-making and business growth. As marketing complexity increases, the conference focuses on advancing analytic approaches across the full funnel — from brand and outcomes to performance, retail media, CTV, and AI-powered measurement.
This collection highlights key insights, tools, and learnings drawn from the conference, capturing how leading organizations are implementing modern measurement strategies to improve accountability, optimize performance, and drive measurable impact.
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The Next Chapter: The Future of Measurement in a Changing Ecosystem
Conference Session Videos August 22, 2023In this video, Google and The Hershey Company shared how a proactive strategy and AI can supercharge measurement capabilities and drive business outcomes.
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How SeeHer’s New Tool Allows for More Effective Media Planning and Targeting
Event Recaps August 21, 2023SeeHer and Comscore previewed the new GEM Audiences tool, detailing insights that were used in its creation and the ways in which it can be leveraged for more effective media planning.
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How SeeHer’s New Tool Allows for More Effective Media Planning and Targeting
Conference Session Videos August 21, 2023In this video, SeeHer and Comscore previewed the new GEM Audiences tool, detailing insights that were used in its creation and the ways in which it can be leveraged for more effective media planning.
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How to Overcome Data Cherry-Picking and Optimize Marketing Performance
Event Recaps August 21, 2023Marketbridge’s Andy Hasselwander explained the “Cobra Effect” that is currently permeating digital marketing measurement and offered advice on what marketers can do to overcome it and make their measurement more dynamic and accurate.
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How to Overcome Data Cherry-Picking and Optimize Marketing Performance
Conference Session Videos August 21, 2023In this video, Marketbridge’s Andy Hasselwander explained the “Cobra Effect” that is currently permeating digital marketing measurement and offered advice on what marketers can do to overcome it and make their measurement more dynamic and accurate.
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Stop Optimizing to Attention
Event Recaps August 21, 2023This session debunks the common myths surrounding attention metrics, showcasing instances where misinterpreted metrics have sold advertisers short. Adelaide’s Marc Guldimann also covered use cases for attention metrics and the positive effects they are starting to have on incentives across the media ecosystem.
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Stop Optimizing to Attention
Conference Session Videos August 21, 2023In this video, Adelaide’s Marc Guldimann debunks the common myths surrounding attention metrics. He also covered use cases for attention metrics and the positive effects they are starting to have on incentives across the media ecosystem.
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TikTok Works: Understanding TikTok's Place in the Media Mix
Event Recaps August 21, 2023In this session, the TikTok Marketing Science team presented research compiled from Nielsen, NCSolutions, Fairing, Samba TV, and more to show how TikTok ads generate business outcomes and their effect on TV viewership.
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TikTok Works: Understanding TikTok's Place in the Media Mix
Conference Session Videos August 21, 2023In this session, the TikTok Marketing Science team presented research compiled from Nielsen, NCSolutions, Fairing, Samba TV, and more to show how TikTok ads generate business outcomes and their effect on TV viewership.
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Right-Sizing the Funnel for Balanced Marketing Success
Event Recaps May 24, 2023Andy Hasselwander, chief analytics officer at Marketbridge, highlighted the best way to measure the effectiveness of upper funnel tactics using econometric approaches like marketing mix modeling (MMM), and why brand investment takes time to show up and produce long-term impact.
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