Bud Hanson Measuring Marketing Effectiveness Download and Listen Be ready when your boss asks "Now what did we get for that?" Bud Hanson has been on the brand side questioning the spending as well as the agency side justifying the event. He explains how to help create experiences that are metric friendly and provide more than just numbers of impressions and samples delivered. Bud spent 15 years at Nestle Purina, most recently creating a group within Purina dedicated to experiential marketing. In 2004, Bud formed Fish-On Marketing. Click here to stream podcast if you can't download it.