Join Gain Theory at the upcoming 2026 ANA Measurement and Analytics conference!
In an era of rapid transformation, measurement remains the foundation of marketing success. This conference will explore the evolving measurement landscape and equip marketers with the insights, tools, and strategies they need to drive smarter decision-making and business growth.
Gain Theory Panel: Measurement That Moves The Needle: From Faster Models To Faster Growth
September 28, 2:20pm – 2:50pm Atlantic Ballroom (HYBRID)
The industry has spent recent years optimizing the “supply side” of measurement chasing faster models, cheaper platforms, AI copilots, and self-serve dashboards. Yet the gap between insight and action has never been wider.
This is the reality of The Speed Paradox: faster measurement isn’t producing faster growth. The metrics paint a stark picture of an organizational bottleneck:
50% of senior marketers say the insight-to-action gap is “significant” or “substantial.”
70% lack a single source of truth across their measurement.
Only 20% have the actioning of insights mandated from the top.
Speed is the price of entry – but how do we ensure movement is the prize?
The next frontier of marketing effectiveness isn’t a better model, it’s better adoption. To turn intelligence into commercial impact, brands must build the internal muscle to act.
Together, we’ll explore:
- How the landscape is evolving – and where SaaS, consultancy, and in-house capability each play their strongest role.
- Evaluating your AI Readiness – understanding whether you have the foundational elements in place to generate insights at speed, and the commercial opportunity value of getting this right.
- What “good” looks like when measurement is embedded into planning, budgeting, and creative decisions – not bolted on after the fact.
- The cultural and organizational ingredients that separate high-performing measurement programs from the rest.
- Practical lessons – both successes and missteps – from brands at different stages of their journey.
- What buyers of measurement should be evaluating in 2026 and beyond – past the feature checklist.
Speakers
Karen Kaufman
Global Chief Strategy Officer
Gain Theory
Bill Mackison
Director, Business Insight & Analytics
Perfetti Van Melle
Brad Haag
Senior Analyst
Forrester
