all Webinars | MMA / Marketing + Media Alliance

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Measuring Brand Value

Measuring Brand Value

Nov 15, 2023 · Global
How do you measure the impact of Brand on your Growth? This webinar addresses how marketers can measure the long-term value of brand marketing.
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Marisa Cranswick Rachel Reiss Joel Rubinson Vassilis Bakopoulos
Marketing Org: Defining the Footprint for Marketing Role Clarity

Marketing Org: Defining the Footprint for Marketing Role Clarity

Oct 30, 2023 · Global
In an environment where marketing includes a growing range of new activities, we will hear how different firms have defined the unique responsibilities of marketing. How does marketing define where they lead vs. support vs. where they are not-involved? What are the benefits to the marketing org and the firm?
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Cristina Bondolowski Tom Duncan Shubu Mitra Dr. Sundar Bharadwaj
Masterclass Series - Go Beyond Video: In-game advertising grabs more users' attention. Here’s why.

Masterclass Series - Go Beyond Video: In-game advertising grabs more users' attention. Here’s why.

Sep 22, 2023 · APAC

Brands invest in multiple campaigns across platforms, hoping to reach a diverse audience and deliver on their goals. Within mobile, there is one environment that attracts all audience groups - gaming. While in-game advertising has been proven to reach a wide range of audiences in innovative formats that capture attention - some brands are still hesitant to use it.

Join Digital Turbine’s Amit Rathi to take a closer look at how brands are already winning in-games and what more they can do to unlock the benefits of engaging creatives on mobile.

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Amit Rathi Rudrashish Nag
Marketing’s Mission and its Role in Growth Strategy

Marketing’s Mission and its Role in Growth Strategy

Sep 20, 2023 · Global
This session will highlight how the mission of marketing ties to the firm’s growth agenda. The debate session will focus on how clarity and shared understanding of marketing’s role motivates and guides meaningful action while positively impacting the business.
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Catherine Crevels Kevin Howard Shubu Mitra Rebecca Messina
Measurement: Measuring Incrementality to Untangle Marketing Contribution

Measurement: Measuring Incrementality to Untangle Marketing Contribution

Sep 13, 2023 · Global
Are you truly confident that your marketing efforts are delivering the desired results? Do you struggle to accurately measure the incremental impact of each marketing tactic? This webinar will explore the best ways to measure incrementality in marketing. In this session we will discuss approaches for untangling attribution, the portfolio mix, and the pros and cons of various methodologies; the goal is to enable marketers to optimize investments more wisely.
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Neha Bhargava Wayde Fleener Amy Adams Andy Kauffman
State of Generative AI and its Application in Marketing

State of Generative AI and its Application in Marketing

Sep 6, 2023 · Global
How will gen AI impact marketing processes and drive impact in the next 12 months? Should I be a first mover or fast follower? What are the use cases that marketers prioritize? The first ever benchmarking study about the state of Generative AI in marketing delivers insights about these questions and explores how marketers perceive the current capabilities of the disruptive new technology. We will explore: the rate of adoption, the investment, the key use cases, and the roadmap for the next months.
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Vassilis Bakopoulos
State of CX Maturity and Best Practices

State of CX Maturity and Best Practices

Aug 16, 2023 · Global
MMA's first-ever Customer Experience benchmark study will not only introduce a quantified framework for CX, but will showcase best practices from CX leaders who have focused on aligning CX to their overall business strategy.
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Matthew Egol Vassilis Bakopoulos
Movable Middles Growth Framework™: Using Moneyball to Drive Marketing Growth

Movable Middles Growth Framework™: Using Moneyball to Drive Marketing Growth

Aug 9, 2023 · Global
In the current economic climate, CMOs are under pressure to define strategic marketing initiatives that are better aligned to deliver exponential business growth. The MMA's Movable Middles Growth Framework is a stock-moving strategy that aligns budgets, channel allocation, and audience targeting directly with ROAS tied to consumers who are more likely to respond to and be impacted by a brand’s advertising. This webinar discusses how targeting a firm's movable middle can outperform a traditional reach plan by more than 50% ROAS.
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Joel Rubinson Ben Eddy Brian Truss
Decision Series: State of Data Maturity

Decision Series: State of Data Maturity

Jul 12, 2023 · Global
Data drives success across much of what brands do to drive their marketing and CX efforts. With advances in AI, and the recent rise of tools that use generative AI, marketers with better data will gain an even greater competitive advantage.
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Vassilis Bakopoulos Janet Balis
Revolution Series: Boosting Advertising Effectiveness Using AI-Driven Personalization

Revolution Series: Boosting Advertising Effectiveness Using AI-Driven Personalization

Jun 29, 2023 · Global
This groundbreaking research shows how applying AI to creative can deliver radical gains in advertising performance. Learn how the MMA’s Consortium for AI Personalization (CAP) guides how AI can be used on creative personalization, using only limited data, to deliver higher conversion than rules-based dynamic creative optimization. We will explore how these learnings can be scaled for real-world use, and how we might also use identity to further augment performance.
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Rex Briggs Marisa Cranswick Christine Merlotti
Revolution Series: Organizational Links – Is it your marketing organization that is slowing your growth?

Revolution Series: Organizational Links – Is it your marketing organization that is slowing your growth?

Jun 23, 2023 · Global
Marketing Operating Effectiveness—getting the things you need done at the right level of quality, in the timeframes required, and at reasonable cost is a constant challenge that frustrates not only CMOs but all members of the marketing organization and beyond. This presentation will unveil new MOSTT research findings that can help provide marketing leaders with an actionable path to enhanced organization performance.
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Dr. Omar Rodríguez-Vilá Shubu Mitra
Decision Series: State of Multi-Touch Attribution

Decision Series: State of Multi-Touch Attribution

Jun 14, 2023 · Global
We will discuss highlights of this year's findings, focusing on how measurement and attribution tools are used today to build trust and accountability in marketing. We will also share the biggest challenges marketers face with their attribution efforts, as well as the journey to measurement maturity, highlighting best practices of leading companies in this space.
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Vassilis Bakopoulos
Decision Series: State of AI in Marketing

Decision Series: State of AI in Marketing

Jun 7, 2023 · Global

Key findings from the MMA’s new State of AI study, reflecting input from senior marketing decision makers at over 100 companies about the application of AI in marketing and customer experience. You’ll learn:

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Vassilis Bakopoulos
A Winning Mix : How Brand and Performance Marketing Work Collaboratively

A Winning Mix : How Brand and Performance Marketing Work Collaboratively

Mar 29, 2023 · Europe

More external factors are influencing the way we make decisions for marketing strategies. Faced with enormous pressure to deliver instant results with lower budgets, many brands are turning to performance-led activities and reducing brand marketing. Our recent research shows, however, that brand marketing drives sales, ROI and even improves performance campaigns. Tune in to listen to Colgate and Analytic Partners discuss how they balance brand and product messaging, as well as upper and lower funnel tactics to drive different business objectives.

Rob Marcus Esther Etim Elvin Altun Noyan