Research revealing a new marketing growth strategy, outperforming traditional reach-based marketing plans by more than 50% on return on ad spend (ROAS
Does brand lift translate into business outcomes and how sustainable is it?
Brand marketing faces increasing pressure to demonstrate ROI. Over the past two years, budgets have shifted toward performance—driven by an increased focus on measurable outcomes. This trend is expected to continue. Meanwhile, confidence in brand measurement is low, leaving most marketers unable to defend brand investments when budgets tighten.
Bringing into sharp focus a longstanding duality at the heart of modern marketing: the need to balance short-term spending with long-term growth outco
The new Brand as Performance (BaP) whitepaper from MMA Global and TransUnion reveals that traditional measurement methods have undervalued brand’s impact by up to 83%. Backed by studies from Ally, Kroger, and Campbell’s, BaP shows how brand campaigns lift favorability (+24%), drive higher conversions (4–5x), and deliver 1.8–6x greater long-term sales impact compared to short-term tactics. With BaP, CMOs finally have the evidence to defend budgets, optimize strategy, and demonstrate marketing’s full value.
An overwhelming majority of marketers plan to increase their investment in the year ahead, seeing it as the most essential tactic for reaching audiences and driving business outcomes across the entire funnel.
A 3-week assessment to predict the Movable Middle ROAS upside and optimal audience allocation for your brand.
Assess your Channel Measurement Score - measure the incremental impact of each marketing tactic.
Step-by-step guide to launch a successful MTA initiative, from inception through full deployment. Determine at what stage your organization is currently within the journey to access specific acceleration tools most relevant to you.
A concise reference tool that visualizes all the data needed, giving brands a clear picture of how datasets can interact and be integrated for successful MTA execution.
The Great Measurement Debates
Leading CMOs discuss & debate five key areas which have a direct role in achieving true marketing growth
Marketers may be familiar with at least one marketing growth framework, but few are familiar with them all. Through this series, the authors of leading growth frameworks presented their research and answered questions to help marketers make educated decisions on the optimal approach to drive growth for their business.
Marketing has an identity crisis. Through this series, the MMA has brought together more than 30 industry experts to debate the most effective strategies to roadmap the future of identity.
Generative AI (GenAI) may offer a transformative potential for marketing, but realizing this requires a strategic, organization-wide approach. We introduce a strategic framework, the "Need-Case Map," to guide marketers in prioritizing investments, aligning initiatives with business objectives, and maximizing impact.
A detailed framework of six values and 90 capabilities for success
A collection of resources on how marketing organizations are changing.
A collection of resources of the latest tools and technology for marketing organizations.
ISM includes paid and organic promotion in traditional search, as well as new, AI-based mechanisms.
For Individual marketers to quickly assess their organization
The MarCaps Readiness Assessment is a comprehensive and objective capability strength evaluation tool that goes beyond common maturity models. Capability importance varies by industry, customer segment, and brand.
How does the mission of marketing tie to the firm’s growth agenda?
Strategize, Manage Responsibilities, Build Capabilities, Tackle Organizational Challenges
Marketing measurement has reached an inflection point. After years of investment in analytics tools, platforms, and data infrastructure, the question is no longer whether marketing organizations measure. It’s whether that measurement changes anything.
In collaboration with AppsFlyer, MMA Global engaged with 150 senior marketers across various sectors to provide a view of the current state and future trajectory of Data Privacy, and introduces a new comprehensive framework to approach privacy as a source of competitive advantage.
Over the past two years, the data maturity landscape has shown limited progress in certain areas, with a relatively slow pace of change and evolution among leadership, suggesting that organizations need to accelerate their efforts to drive significant advancements in how they approach data.
New insights reveal that marketers are struggling to adapt to the shifting identity, privacy and regulatory landscape
Find out how your organization’s CX capabilities stack up against industry leaders with this brief assessment.
The MMA has created a Data Maturity Assessment that allows companies to assess their maturity level across over 20 important dimensions at both an industry and sector level.
Understanding data means understanding your consumer – who they are, where they are and what they want.
Learn key lessons from the past year with a focus on the new rules of engagement for succeeding in a post-covid world.
DATT Unplugged Virtual was a one-day event bringing together brand marketers, data and privacy experts and other thought leaders to discuss and define the future of data in marketing.
Discovery is moving from search results to AI answers. When buyers ask ChatGPT, Gemini, or Perplexity, the brands the model names win the consideration set, and the pages it cites are often not the ones that rank in search. Most brands can’t see whether they show up, or change it. GASP is a new MMA research lab that helps brands measure their visibility in AI answers and prove what actually moves it, quantifying how much is in their control.
The Agentic AI Advertising (A³) Lab is a collaboration between MMA's AI Leadership Think Tank and Monks to assess the creative and commercial impact of video advertisements fully produced by agentic AI. As the advertising industry evolves from generative to agentic AI, this initiative provides insights into practical capabilities, true impact on effectiveness, and the evolution of workflows, tools, and processes. A³ represents shared learning to future-proof the marketing industry.
AI Creative Effectiveness (ACE) uses artificial intelligence to analyze creative performance patterns and provide pre-launch scoring and recommendations. By learning from your past campaigns, ACE extracts brand-specific success drivers and applies them to new assets—checking brand/platform compliance, predicting performance, and suggesting edits before you go live. This pre-optimization approach helps teams prioritize high-potential assets and fix issues early, reducing costly revisions and improving campaign outcomes.
Semantic & Intent Fusion Targeting (SIFT) represents the next generation of contextual advertising. Instead of relying solely on keywords or legacy segments, SIFT uses pre-computed LLM-derived embeddings to understand page content and user intent at programmatic speed. By querying billions of URLs and anonymized behavioral signals through fast vector similarity search, SIFT adds high-propensity semantic signals to standard RTB inputs—without the latency of in-auction LLM inference.
The 2025 State of Personalization Report, published by MMA Global in collaboration with Monks provides a comprehensive analysis of how marketing leaders are navigating personalization’s complexities and charting its future.
A comprehensive guide for responsibly integrating AI into marketing strategies, covering 13 key areas from leadership vision to continuous improvement
A marketing framework for harnessing the power of generative AI, while safeguarding consumers and ensuring legal compliance.
Addressing key risk categories, including privacy, accuracy, ethical, and compliance risks, providing marketers with tools to navigate the complex lan
Foundational training that gets marketers hands-on with Generative AI. 5 Days / 1-Week Marketer Training Series - March 30 - April 3, 2026
AI and privacy laws are evolving fast, creating both hurdles and openings for marketers. In this webinar, Alec Foster breaks down key changes—like the EU’s AI Act and U.S. legal shifts—into clear, actionable insights for marketing teams.
As AI agents shift from copilots to autonomous teams, join MMA Global’s Responsible AI Innovation Lab for a strategic look at this change. Despite big promises, under 1% of enterprises use AI agents effectively. This webinar offers clear, practical advice for responsible adoption.
AI is reshaping marketing, but using it responsibly is key to protecting your brand and earning customer trust. This webinar from MMA Global’s new Responsible AI Innovation Lab offers practical strategies for ethical, effective AI use.
The SMARTIES™ Sub-Saharan Africa Awards are now inviting nominations for the 2026 Judging Programme.
We are seeking accomplished marketing leaders and industry experts to help identify and celebrate the work driving effectiveness, innovation, growth, and impact across the region. You may nominate yourself or recommend a qualified colleague to join the jury.
Shape the future of marketingHelp define the benchmark for marketing excellence by evaluating the region’s most innovative and effective campaigns.
Gain exclusive industry insightReview standout work from leading brands, agencies, media owners, and technology partners across Sub-Saharan Africa.
Build your professional networkConnect with senior marketing peers and thought leaders while contributing your expertise to the industry’s premier marketing effectiveness awards programme.
Please email [email protected] for further details.
Please note the CMO Judge will have to avail themselves on one of the followings days to attend an in-person Jury day: