Gain Theory sponsored the 2025 ANA Measurement & Analytics Conference in Chicago. What stood out for you at this event?
I saw a noticeable shift in focus from purely technical advancements in analytics toward their broader organizational impact. While previous conferences were often centered around showcasing new data tools and methodologies, this event emphasized the importance of client delivery, leadership buy-in, and internal transformation.
Many sessions, even those themed around AI and analytics, focused less on the technology itself and more on how to engage stakeholders – particularly CFOs and CEOs – to drive adoption and business impact.
The renewed industry focus on marketing mix modeling (MMM) was also evident. Once seen as an outdated approach in the face of more granular multi-touch attribution (MTA) models, MMM is experiencing what was described as a “renaissance.”
I attribute this to increasing challenges in executing MTA due to growing data restrictions and complexity. In contrast, MMM has re-emerged as a more practical and scalable solution thanks to the increased speed and flexibility in delivering mix models that AI and machine learning have made possible.
When it comes to organizational transformation, what can marketers do to create a culture in which data and measurement are used and trusted more?
Whether you’re launching a new measurement program or improving the impact of an existing initiative, I’ve found that while the approach is conceptually simple the reality of guiding people through change is much more challenging. The key is bringing the right stakeholders on board early and ensuring they remain involved throughout the process.
It’s important to bring together individuals from across the organization—not just those in analytics or marketing, but also stakeholders from finance, brand, operations, or any area that might be impacted by measurement outcomes. Giving them a chance to voice their concerns, evaluate current tools and practices, and understand how measurement can enhance their work is essential. Just as importantly, you need to keep them engaged beyond the initial stages by ensuring they have a seat at the table on an ongoing basis.
I’ve learned that skepticism is natural, especially when people are being asked to change the way they work or think. That’s why I focus on building trust gradually – setting realistic, attainable goals and delivering against them. I also believe strongly in transparency. That means being clear not only about what can be done, but also about what can’t.
Is there any advertising innovation that has caught your attention recently?
This year, Amazon introduced a number of new interactive formats to Prime Video. Customers can now use their living-room remote to add a product to their cart, request information via email, or claim rewards.
I think the ability to request information via email is particularly interesting, as it means customers can engage with a product or service they’re interested in at their own pace.
This creates a feedback loop, which I assume generates opt-in leads for advertisers. The email data will get passed back to the advertiser, allowing them to follow up directly with interested viewers.
Ahead of launch, Amazon said advertisers running both interactive and non-interactive video ads found interactive ads to be more effective in boosting engagement rates across the customer shopping journey. They drove 10x more product page views and conversions than non-interactive formats, according to Amazon.
Of course, the real impact will become clearer now that this feature has been in market for several months. I’m interested to see the results!
Outside of work, you coach basketball and soccer – what do enjoy about this and why?
Sports are a big part of my family’s life. We enjoy everything from attending professional, college, and local school games to me coaching my daughters’ basketball and competitive soccer leagues. I really love engaging with my kids through sports—especially sports I played myself growing up. It’s a chance to pass along that passion to them.
Given how busy everyone is, especially when kids are in grade school, it’s tough to find quality time together. Coaching gives me a dedicated way to spend meaningful time with them, sharing something I care about and hopefully inspiring a love for it in them as well.
Contact Robert to discuss any of the issues raised in this Q&A.