Measurement & Accountability

ANA MEASUREMENT COMMITTEE MEETING
February 7, 2023 from 1:00 – 2:30 PM ET

I. WELCOME & INTRODUCTIONS (1:00 – 1:05 PM ET)
Committee Co-Chairs: Greg Pharo, Global Senior Director, Communications & Marketing Effectiveness, The Coca-Cola Company and Renee Milliaressis, Chief Media Officer, Colgate-Palmolive

II. HOW TO TELL A HOLISTIC DATA STORY (1:05 – 1:30 PM ET)
As marketers and researchers, it is imperative to understand not only how to collect data, but also how to leverage data. Learn how to strategically harness all of the data and insights available to tell a powerful story that drives business decisions.

Speaker: Barry Blyn, VP, Sports Research, Insights & Analytics, ESPN

III. MOVING FROM FUNCTIONAL TO PURPOSEFUL (1:30 – 1:55 PM ET)
Consumers today expect brands and businesses to have a positive impact on the world and, in the past, the beauty industry has not always been kind. Ulta Beauty is committed to creating a more inclusive world using the power of beauty. This includes evolving the company's mission from functional to purposeful. Hear more about Ulta's journey in purpose-driven marketing and the measureable impact it has on their business.

Speaker: Elizabeth Oates, Sr. Director, Consumer Insights, Ulta Beauty

IV. MEASURING SPONSORSHIP ROI (1:55 – 2:25 PM ET)
How do you measure the effectiveness of a sponsorship? What is the value equation? In this session, we'll examine how brands can measure and value brand logo exposure across the omnichannel and qualitative elements of a sponsorship.

Speaker: TBA

V. CLOSING REMARKS (2:25 – 2:30 PM ET)