November 10, 2025
NEW YORK (November 10, 2025) — The Marketing + Media Alliance (MMA), the global nonprofit industry body of CMOs and marketing leaders shaping the future of the industry is hosting Great Debates: The Future of Marketing Attribution, a three-part, virtual event exploring one of marketing’s most persistent challenges: proving marketing’s real business value in a way CFOs believe.
Marketing data, AI tools, and attribution models proliferate, yet many finance leaders remain unconvinced of marketing’s impact on enterprise value. This Great Debate Series brings together top CMOs, CFOs, and measurement experts to tackle that credibility gap head-on.
Across three debates, the series will address:
- Why CMOs and CFOs seem to be speaking different languages—and how to bridge that gap
- How to defend brand marketing when budgets are on the line
- What to trust (and what not to) in today’s complex measurement ecosystem
Moderated by Prof. Dr. Koen Pauwels, Associate Dean of Research & Professor of Marketing at Northeastern University, the series is part of the MMA’s Marketing Attribution Think Tank (MATT), a multiyear collaboration uniting media and analytics leads from more than 80 major marketers to build evidence-based models for measuring marketing effectiveness.
Session Lineup
Defending Brand Marketing – Why Is It So Hard?
November 19 at 12:00 PM EST
Speakers: Jim Lecinski (Clinical Professor of Marketing, Northwestern University’s Kellog School of Management), David Mogensen (VP Global Marketing, Uber), Marci Raible (VP, Integrated Marketing, Campbell Soup Co.), Joel Rubinson (MMA MTA Expert & President, Rubinson Partners), and Ben Skrainka (Principal Economist, Amazon)
MTA, MMM, RCTs … What Is the Truth and What Can You Trust?
December 3 at 12:00 PM EST
Speakers: Nancy Smith (CEO, Analytic Partners), Jeremy Rose (Head of Unified Marketing Management, Bayer US), Marc Vermut (VP, The Knowledge Lab, TransUnion), Tina Wilson (CAO, Nielsen), and Rex Briggs (MMA Subject Matter Expert)
Why Isn’t Marketing on the Balance Sheet (and Why Doesn’t the CFO Trust You?)
January 14 at 12:00 PM EST
Speakers: Sean Macnew (CFO, Vox Media), Domenic DiMeglio (CMO & Chief Data Officer, Paramount Streaming), Scott McDonald (President & CEO, Advertising Research Foundation), Frank Findley (Executive Director, Marketing Accountability Standards Board), and Rex Briggs (MMA Subject Matter Expert)
A Critical Conversation for Modern Marketers
“As CFO scrutiny intensifies, marketers must elevate their fluency in the language of finance,” said Greg Stuart, CEO of the Marketing + Media Alliance. “These debates are designed to arm CMOs and their teams with the insight and confidence to connect marketing activity directly to enterprise value, because if we can’t prove it, we can’t protect it.”
Registration for all three sessions is free at mmaglobal.com/great-measurement-debates.
About the Marketing + Media Alliance (MMA)
The Marketing + Media Alliance (MMA) is the global, non-profit community of Chief Marketing Officers and senior marketing leaders advancing marketers’ ability to create value. Led by CMOs and supported by the entire ecosystem at the governance level — including brands, media, agencies, consultancies, AdTech, and MarTech — MMA develops evidence-based models, frameworks, and tools validated through multi-year, multi-million-dollar Think Tanks and Labs.
Operating currently across four global think tanks -- Marketing Attribution (MATT), Marketing Org Strategy (MOSTT), AI Leadership (ALTT), Data & CX (DATT), and more to come; MMA tackles marketing’s most challenging unanswered questions and translates findings into applied practices that are guaranteed to increase enterprise value. Headquartered in New York City, with operations in 17 countries across APAC, Europe, MEA, LATAM, and North America, MMA has more than 825 corporate members who gather at 62+ MMA conferences worldwide, and flagship gatherings in the U.S., including MMA’s POSSIBLE in Miami and MMA CMO & CEO Summit in Santa Barbara. Learn more at https://mmaglobal.com/
The Marketing + Media includes the world’s most influential marketers and partners, including: AB InBev, Adobe, Ally Bank, Amazon, Apple, AT&T, Bank of America, BCG, Campbell’s, Canva, Colgate-Palmolive, CVS Health, Delta, Diageo, Discord, Discover, Disney, Eli Lilly, E*Trade, EY, Ford, General Motors, Google, Hershey’s, Hilton, Home Depot, Interpublic Group, JP Morgan Chase, Kellanova, Kroger, LinkedIn, LiveRamp, L’Oréal, Major League Baseball, Marriott, Mastercard, McDonald’s, Merck, Meta, Microsoft, Molson Coors, National Football League, NBCUniversal, Netflix, Pinterest, Progressive, Reddit, Roku, Salesforce, Samsung, Sephora, Snap, Target, The Trade Desk, T-Mobile, Tubi, Uber, Unilever, Visa, Walmart, X, Yahoo – and many more.