About

Measurement Committee

The Measurement Committee champions more effective measurement, helping marketers explore the most impactful measurement techniques that have proven to provide an uplift in brand and response effects.

The goal is not to measure everything, everywhere, all at once and short-termism; the goal is to focus on the metrics that matter using the right measurement methodologies to track success.

The committee educates the full marketing chain in measurement – with a masterclass, research, and framework guides – with a long-term view to build a practical benchmarking tools.

Chair

Tony Miller

CMO (Interim), Direct Line Group

Tony Miller is a seasoned CMO, marketing transformation consultant, and the Non-Executive Board Chair of the DMA.

Committee members

Tony Spong

Managing Partner, AAR Group

Tony advises clients and agencies on brand strategy to help them compete more effectively. His philosophy is that if you create the right environment then any problem can be solved.

Tara Pickles

Customer Support Manager, JICMail

With a background in B2B sales, marketing and project management, I currently provide support for the not-for-profit organisation JICMAIL to help provide audience research for mail to the marketing industry.

Susan Corless

Client Services Director, TwentyCi

Susan is Client Services Director & member of the board at TwentyCi, leading retail client strategy across acquisition & retention. Her passion rooted in data, testing, measurement & continuous programme optimisation.

Neal Dodd

Managing Director, The Letterbox Consultancy

Neal is the Managing Director of The Letterbox Consultancy - the UK's only independent door drop planning and buying agency. With over 20 years experience, Neal is an active of participant of the Print Council and Door Drop Hub.

Nathan Rose

Head of Media Planning, Join the Dots

Experienced in driving data-led strategy across media and marketing teams, with a focus on using customer insight to power smarter, more effective campaigns and meaningful customer engagement.

Matt Dailey

Marketing and Measurement Consultant, Effective Media Consulting

25 years agency experience developing strategic, integrated marketing campaigns to deliver demonstrable business outcomes for a range of brands in a variety of industry sectors. Measurement obsessive.

Julian Berry

Director, UniFida

Julian Berry, a marketing technology entrepreneur, is the founder of UniFida. He has held senior positions in direct marketing, consulting, and data-driven marketing technology companies.

Hannah Astill

Lead Consultant, AAR Group

Lead Consultant at AAR since 2022, working across the 4 P's (People, Partners, Processes and Platforms) to deliver expert media consultancy to brands and agencies, as well as agency selection projects.

Daryl D'Cruz

Founder & Director, Hexdon

I run Hexdon, a CRM and Go To Market service provider for B2B data and marketing brands. I sit on the DMA's B2B Council, support the Measurement Taskforce when I can and have been an awards judge for the past 5 years.

Current work

Guide

12th Feb 2025

DMA's Guide to Best Practice Measurement

More sophisticated measurement = stronger campaign effectiveness. Defend, optimise, and grow your bu…

24th Nov 2024

Is your obsession with clicks costing you growth? Why marketers need a measurement reset!

Measurement has always been a fundamental part of marketing. We might like to think it’s only really…

5th Aug 2024

Where are the long-term creative strategies?

The obsession with short-term creative campaigns, short-term measurement and how they’re holding our…

Report

6th Jun 2024

Value of Measurement Report

Marketers are caught in the grips of a profound measurement dilemma. Not only are marketers being as…

Guide

11th May 2023

The CMO Measurement Toolkit

In these challenging economic times, how can you demonstrate marketing effectiveness to budget-hungr…

Report

12th Oct 2022

Mind the Measurement Gap

How can our industry close the measurement gap? New research from JICMAIL and the DMA brings togethe…

Report

6th Jun 2022

Meaningful Marketing Measurement: Charity Sector Focus

How have charities met the challenges of the last two years? New DMA research delivers insight into …

Report

25th May 2022

Meaningful Marketing Measurement: Email Focus

Our latest report presents key email effectiveness insights uncovered through analysis of the DMA’s …

Report

28th Apr 2022

Meaningful Marketing Measurement 2022

Our report presents key effectiveness insights that have been uncovered through analysis of the DMA’…

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