In the News: John Follett Explains ANA Impact Pulse on MediaVillage
In the News | Contributed article
Source: MediaVillage, ANA InSites
Original publication date: July 23, 2025
Original author: John Follett
Demand Metric’s John Follett contributed a MediaVillage article introducing the 2025 ANA Impact Pulse, formerly the Response Rate Report, and its role in helping marketers make more informed decisions.
The article describes how directional benchmarks can support conversations about channels, budgets, and performance. It presents measurement as a continuing decision process rather than a report produced only after a campaign ends.
For marketing leaders, the central idea is to combine external context with their own objectives and results. Benchmarks can help frame questions and identify areas to investigate; they do not replace organization-specific evidence.
This is a contributed byline in the ANA InSites channel, rather than independent reporting about Demand Metric.
