Measurement & Accountability

ANA MEASUREMENT COMMITTEE MEETING
March 20, 2025 from 1:00PM ET – 2:30 PM ET (Virtual Only)

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

Jackson Bazley - EVP Measurement for Marketers, ANA

II. SESSION 1 (1:00 - 1:30PM ET)

Leading Measurement Transformation

In today’s dynamic and rapidly evolving media landscape, transforming measurement practices is essential to stay ahead. At PepsiCo, we recognize that a one-size-fits-all approach to evaluating communications and media—each with its unique objectives—can lead to suboptimal outcomes.

Our strategy begins with a clear understanding of the specific objective behind every communication. This clarity enables us to select the most relevant primary Key Performance Indicator (KPI) and the appropriate measurement method. We then conduct a comprehensive assessment of all available tools and gain deep insights into our internal data assets. By organizing this information into a cohesive narrative, we ensure that every measurement aligns with our broader brand objectives.

Embracing new capabilities and actively engaging stakeholders throughout this process isn’t just beneficial—it’s essential for driving forward-thinking, effective strategies in a competitive market!

Speaker: Tom Wells - Director, Marketing Insights & Analytics, PepsiCo 

III. SESSION 2 (1:30 - 2:00PM ET)

Is ATTENTION really the measure that it’s being purported to be?

In recent years a whole host of new vendors have come to the market with new measures for attention. The measures have captured the interest of brands, many of whom now trade based on these measures.

In this presentation, Dr. Duane Varan will share original research demonstrating how these new measures are highly unlikely to be accurate measures of attention at all. Beyond that, he will explore the attention construct and challenge its utility, arguing that other measures are actually far more important. To help explain this, he will share a sneak preview from a major validation study conducted by MediaScience and the Ehrenberg-Bass Institute testing many of the new measures against a proper ground truth for attention.

The presentation will conclude with recommendations on how to properly measure attention and on the questions you should be asking vendors who claim to measure attention accurately.

Speaker: Dr. Duane Varan - CEO, MediaScience

IV. SESSION 3 (2:00 - 2:30PM ET)

Open discussion led by Jackson Bazley - EVP Measurement for Marketers, ANA

V. CLOSING REMARKS (2:30PM ET)