Measurement

Marketing measurement has never been more complex. With fragmented customer journeys, shifting privacy standards, and increasing media diversity, understanding which channels and touchpoints truly drive growth has become one of marketers’ toughest challenges. Traditional attribution models often fall short in capturing the full customer journey, leaving CMOs and CFOs alike uncertain about where to invest for maximum impact.

MMA’s Marketing Attribution Think Tank (MATT) is a community of marketing and analytics leaders committed to building confidence in marketing’s ability to predictively drive growth — in a way that CFOs trust.