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Gayle Fuguitt Named to Judging Panel for New Marketing Analytics Leadership Award

June 7, 2013

By: Jack Neff

NEW YORK, NY – Gayle Fuguitt, President & CEO of the Advertising Research Foundation (ARF), has been named to the judging panel for a new, first-of-its-kind award program recognizing leadership in applying smart analytics to successful marketing programs. The award is being launched by the Association of National Advertisers (ANA), sponsored by marketing analytics firm MarketShare, and offers a $50,000 cash prize to the individual or team demonstrating the most effective application of analytics to improve marketing impact.

The award submission process is easy, but with just a month remaining before the August 1 deadline, marketers are urged to submit nominations now, at  The Marketing Analytics Leadership Award spotlights and celebrates today’s rapid adoption of analytics in planning and measuring marketing investments and is open to ANA member companies. The inaugural award will be presented at this year’s ANA Masters of Marketing Annual Conference, to be held October 3-6 in Phoenix, Ariz.

Three finalists will be selected by a distinguished panel of current and former CMOs, along with business thought leaders from institutions such as UCLA, Wharton, Harvard and ARF. Attendees of the Masters of Marketing Conference will also have a chance to vote for their preferred nominee.

“It’s gratifying to see marketing analytics elevated by this award,” said Fuguitt. "The analytics capabilities that are available today are helping align marketing investments to business results in a way that marketers could only have imagined just a few years ago. This new award will highlight actual results and help data-minded marketing organizations get the recognition they deserve."

Award entries will be evaluated on the following criteria:

  • Clarity, relevance, and magnitude of the marketing questions being addressed
  • Innovative approaches taken to address the questions and/or overcome obstacles
  • Scientific rigor applied in the approach to the solution(s)
  • Steps taken to align key stakeholders and ensure organizational adoption of the outcomes
  • Demonstrated impact on the business, measured against a credible benchmark
  • Evidence of a continuous improvement process in place
  • Testimonials of senior marketing, finance, or business unit leaders regarding the impact of the analysis on key business decisions

In addition to Fuguitt, the Marketing Analytics Leadership Award panel of judges includes:

Tom Davenport, professor at Babson College and visiting professor at the Harvard Business School

  • Dominique Hanssens, PhD, professor at the UCLA Anderson School of Management, and former executive director of the Marketing Science Institute
  • Claire Huang, CMO at JPMorgan Chase
  • Jon Iwata, senior vice president, marketing and communications at IBM
  • Rob Malcolm, former president of global marketing, sales and innovation at Diageo, and lecturer at the Wharton School, University of Pennsylvania
  • Becky Saeger, former CMO of Charles Schwab  
  • Jim Stengel, former global marketing officer of P&G

To learn more about the award and nomination process, download the nomination form here   

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