In her role as Global Chief Strategy Officer at Gain Theory, Karen Kaufman has mastered the art and science of leveraging data insights across strategy, measurement, and optimization to help brand partners maximize the return on their marketing investments.

On this episode of the On Scope podcast, Karen joins host Mike Berberich in ANA studios to crack the code on effective marketing measurement and modeling, with a particular focus on clarifying what exactly MMM is and what is needed to make it effective.

During their conversation, Mike and Karen cover a lot of ground related to the measurement renaissance, including:

• The warning signs that will tell marketers they’re using the wrong measurement model.
• How to validate whether a measurement model is producing useful insights or simply generating interesting reports.
• The best ways to build confidence in measurement across the entire organization.

On “This Week in ANA Magazine,” magazine editor Matthew Schwartz joins Mike to discuss a new op-ed from Lenovo’s Rick Corteville on why principal media is under increasing scrutiny from brand partners. Mike and Matthew get into some key takeaways from the piece and provide recommendations for marketers to exercise effective oversight with their media agency partners.

Whether it’s advanced measurement models or more complicated media buys, the marketing industry is always moving forward. If you’d like to be one of the engines driving that progress, then you need to consider becoming a partner through the ANA’s sponsorship program. To learn more about how your company can invest in the future of marketing, visit us at www.ana.net/sponsorship.

Have an idea for a topic or guest you'd like to see On Scope? Let us know by emailing onscope@ana.net.