PMA Council Spotlight: Measurements and Insights
FollowWe recently launched a new series to help everyone get to know our councils. The councils are our PMA member groups that meet monthly to talk about industry issues and create resources such as whitepapers, blog posts, and webinars.
Today we are spotlighting the Measurements and Insights Council. Click here to read more about the council, including its goals and a list of all its members.
Mission: To express the value of performance marketing through data and insights. The council will work collaboratively to identify performance marketing’s key value pillars and then support these pillars with relevant and compelling data. The council will also provide insights and guidance related to the evolving trends and technology in digital advertising that impact the performance marketing community.
This council is chaired by: Jenna Walsh, Awin
Some of the things the council has discussed in the last year:
- 2025 U.S. Affiliate Marketing Industry Study
- Performance Marketing Industry Study Webinar
- 2024 Performance Marketing Brand Survey
- “Integrating Afffiliate Marketing into MMM” Webinar
- AI and Affiliate Marketing Survey (Results to be released October 28)
- Monthly LinkedIn Polls
- Attribution and Last-Click
- Toolbar traffic and publisher transparency
Some words from our council members:
- Jenna Walsh, Business Intelligence Manager, Awin: “I enjoy collaborating with smart, data-driven peers across the industry in a thoughtful, unbiased way. The Council gives us a space to tackle tough data challenges, share ideas, and make a real impact—together, with integrity, curiosity, and a drive to elevate industry standards.”
- Denys Babaiev, CEO, Co-Founder, Scale Your Web LLC: “Performance is all about measurement. As Peter Drucker said, “what can be measured, can be managed.” This council unites people passionate about measurement—whether attribution challenges or the management side of marketing. For me, it’s the perfect place where performance, insight, and great people come together”
- Renee Christensen, Director, Affiliate Practice, Right Side Up: “I enjoy collaborating and learning from other industry experts in the council. This group really is a power house of knowledge, ready to tackle the toughest questions in affiliate marketing; incrementality, attribution and AI’s impact on it all.”
- Chris Tradgett, Marketing, Moonpull: “Affiliate marketing was founded on measurable conversions, so this council is core to the industry. The research that the council has undertaken – and the insights gained are helping to share understanding of how the industry is evolving – at an increasing rate. It has been an honour to be involved with the team.”
- Michael Cole, SVP of Marketing, Everflow: “I love collaborating with the council’s experts to help set a path for the future of affiliate marketing. The council gives us all the chance to help shape our industry and design surveys that show the growing power of affiliate marketing as a key channel. The PMA is a cornerstone of how our industry keeps evolving.”
- Carla Moody, Director, Performance Marketing, WPP Media: “Measuring effectiveness and impact of the Affiliate channel is something we as affiliate marketers are always being asked to prove. I enjoy being part of this council because we’re continuously doing just that.”
My personal favorite thing about this council: Everyone is so enthusiastic about data! At its foundation, our industry is about tracking and measuring. This group is always looking for new ways we can use data to achieve PMA goals– from best practices to education to advocacy.
Find out how you can get more involved with the PMA and its councils!
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