Measurement & Accountability

ANA MEASUREMENT COMMITTEE MEETING
July 24, 2025 from 1:00PM ET – 2:30 PM ET (Virtual Only)

I. WELCOME & INTRODUCTIONS (1:00PM ET)

II. AI IN MEASUREMENT: STRATEGIC, ETHICAL, AND MANAGERIAL INSIGHTS (1:00 - 1:30PM ET)

Artificial intelligence is revolutionizing marketing measurement, but its adoption brings complex challenges that extend beyond technology. This session delivers a practical framework for evaluating AI-powered measurement solutions, focusing on the critical assumptions, risks, and ethical considerations that can shape business outcomes. Attendees will gain an actionable checklist for assessing transparency, bias, and accountability in AI models, illustrated with real-world marketing scenarios. The session empowers leaders to make informed decisions that balance innovation, integrity, and long-term value.

Speaker:
Cecilia Dones: Chief Data Officer, Founder of 3 Standard Deviations. Former Analytics Executive at: Moët Hennessy, Reckitt, L'Oréal & Zenith Media

III. A NEW ERA IN SPONSORSHIP (1:30 - 2:00PM ET)

The evolution of fan engagement has mirrored broader shifts in consumer interactions, moving beyond traditional engagement methods toward a model where personalization reigns supreme. Today, sponsorship is the new CRM, transforming the fan experience into one that resonates on a more personal level by leveraging the power of technology and data analytics to turn passive viewership into active engagement. In this session, PMG’s Dan Conti and Laurie Miller share key insights from A New Era in Sponsorship, introducing a framework for evaluating, activating, and measuring sports and entertainment sponsorship investments. They’ll show how a data-led approach and advanced measurement strategies across the sponsorship journey can generate tangible business impact and quantifiable outcomes.

Speakers:
Dan Conti, Head of Sports Marketing, PMG
Laurie Miller, Head of Analytics & Measurement, PMG

IV. ANA's Marketing Measurement Survey: Preliminary view of Results (2:00 - 2:30PM ET)

Discussion led by:
Kevin Svenningsen, SVP - Measurement for Marketers, ANA

VI. CLOSING REMARKS (2:30PM ET)