Jess Mitchell

The Marketing Measurement Glossary explains essential marketing metrics and concepts — including attribution, analytics, and brand valuation — for clear, accurate data interpretation.

As chief analytics officer at Marketbridge, Andy Hasselwander has spent his career helping brands move beyond surface-level metrics to uncover what truly drives performance. Ahead of his session at ANA’s Reclaiming Quality in Go-to-Market: Imperatives for Marketing and Measurement, hosted by Marketbridge on October 28 in Bethesda, Maryland, Hasselwander shares how marketers can refine their measurement strategies to reveal deeper, more actionable insights.

Jonathan Moeis, director of strategic partnerships at Pernod Ricard US, sat down with ANA to discuss how he oversees high-profile partnerships across sports and entertainment, working to ensure every investment connects to long-term business value.

Tim and Chris Vanderhook have never been satisfied with the status quo. As co-founders of Viant Technology, they’ve spent their careers building solutions that challenge legacy metrics and empower marketers with smarter tools. They discussed attribution pitfalls, AI-powered planning, and why it’s time to stop treating measurement as a reporting layer.

The ANA’s Jess Mitchell examines how to measure ROI, what metrics marketers are overlooking, and what’s next for the industry with Tommaso Visentini, Pharmavite’s vice president of analytics, insights, and brand activation.

Adobe’s Lily Chiu-Watson explained how her annual gardening process — reflecting on past results, planning around uncontrollable variables, and testing new inputs — inspired how Adobe approaches marketing planning and measurement.