2015 ANA MASTERS OF MEASUREMENT

CONFERENCE

7 KEY TAKEAWAYS

from the

Ahead are seven key takeaways.

“What we are all calling for is a measurement mandate. This should be front and center of everything we do, because we need to answer the

fundamental question — is our marketing working?” said ANA President and CEO Bob Liodice in his opening remarks at the 2015 ANA Masters of Measurement Conference in Miami, Fla. He defined the mandate as the ability to evolve and transform industry metrics and measurement

to improve the ecosystem and the decision making of marketers.

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“If you believe measurement can rule the world, it will rule the world.”— Shawn O’Neal, vice president of global marketing data and analytics at Unilever

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1. By bringing analytics into your day-to-day business operations, it becomes the cornerstone for competitive advantage.

“You need to be able to go big, go bold, and go broad.”

— Greg Pharo, director market research and analysis at AT&T

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2. Focus your marketing analytics on solving major strategic issues, not on driving incremental improvements.

“The best learning comes from ‘experiment and learn’”— Gayle Fuguitt, CEO and president of the Advertising Research Foundation

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3. Do not rest on the laurels of one data set. To get to the best insights, test, test, and test some more.

“Use your data for illumination rather than for support.”

— Nate Silver, founder of FiveThirtyEight

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4. Follow the 80/20 rule: 80 percent of your marketing decisions should be informed by your data and 20 percent by your gut.

“Make big data small data.”— Lilian Tomovich, chief experience and marketing officer at MGM Resorts International

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5. Bite-size data is easier to understand and more actionable than large data sets; use it to drive decisions across all departments.

“Can’t spend the most, but no excuse not to spend it the smartest.”

— Eric Fischer, director of global brand media at GoDaddy

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6. Use data to find those needles in a haystack so that when you do spend on advertising, you’re targeting your audience as efficiently as possible.

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7. As Ioana Badea, director of global insights at Intel Corp., remarked, a strong, open partnership between IT and marketing is key

to building a powerhouse analytics program.

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All the quotes featured in this slide show come directly from sessions at the 2015 ANA Masters of Measurement Conference.

Learn more at www.ana.net or from some of our related content:

MGM Resorts Builds Loyalty with Data and Analytics

GoDaddy’s Innovative Data-Driven Approach to Media Buying

Unilever’s Revolutionary People Data Programme

Mastering Measurement: Stand and Deliver

GE Leverages Advanced Analytics and Marketing Technology to Drive Revenue

SOURCES