Tuesday, April 18, 2023
9:00 AM – 9:10 AM
Remarks
Welcome Remarks
Welcome Remarks
9:10 AM – 9:15 AM
Remarks
Welcome Remarks from MMA Board Chair
Welcome Remarks from MMA Board Chair
10:00 AM – 10:25 AM
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MOSTT Organizational Links – How to Unlock the Performance of Marketing Organizations
MOSTT Organizational Links – How to Unlock the Performance of Marketing Organizations
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.
10:50 AM – 11:20 AM
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Transforming the Customer Experience: Lessons from the Automotive and CPG Industries
Transforming the Customer Experience: Lessons from the Automotive and CPG Industries
The automotive and CPG industries are both undergoing significant transformations, driven by advancements in technology, data and changing customer expectations. Hyundai is moving from a traditional car company to a mobility company, attracting technologically savvy customers requiring new customer-centric digital solutions. Meanwhile, Colgate Palmolive is focused on meeting consumers where they are in the digital landscape, prioritizing data safety and leveraging the power of data and insights to create personalized consumer and shopper journeys. Both industries offer valuable lessons for marketers looking to transform their customer experience and stay ahead of the curve.
Moderator
11:45 AM – 12:05 PM
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Brand as Performance (BaP): How a Bank Reinvigorated its Branding
Brand as Performance (BaP): How a Bank Reinvigorated its Branding
Digital marketing has ushered in an obsession with immediate measures and short-term focus, making it increasingly difficult to justify an allocation of marketing dollars to longer-term brand-building. Join Andrea Brimmer, Chief Marketing and Public Relations Officer at Ally Financial Inc., as she discusses how Ally Bank is working to quantify the long-term impact of brand as performance in testing out key aspects of marketing growth, and what has learned from this endeavor.
12:00 PM – 12:30 PM
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Movable Middles Growth Framework: Improving ROAS by 50%
Movable Middles Growth Framework: Improving ROAS by 50%
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 align 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. Join Joel Rubinson, MMA Expert, as he discusses how targeting a firm's movablle middle can outperform a traditional reach plan by more than 50% ROAS.
12:15 PM – 12:45 PM
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Keynote: Connecting Digital and Physical Brand Experiences to Engage Fans
Keynote: Connecting Digital and Physical Brand Experiences to Engage Fans
Today’s marketing landscape opens opportunities to engage fans with experiences that connect both digital and physical brand touchpoints. Hear from panelists about inventive approaches to integrating digital and social platforms along with a deep connection to community and player storytelling.
1:30 PM – 1:55 PM
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Boosting Advertising Performance through AI-driven Personalization
Boosting Advertising Performance through AI-driven Personalization
Marketing is undergoing a revolution driven by new applications of AI. Advancements in data and targeting has led to dynamic personalization; however, the growing desire for privacy has created headwinds. In 2022, MMA Global launched a research consortium to discover new ways of personalization using AI using only metacontextual signals...initial in-market results are staggering. This panel discussion delves into MMA's groundbreaking study as they share their results, their learnings and how you might apply this approach in your own business.
1:35 PM – 1:55 PM
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Preparing for a World without Cookies
Preparing for a World without Cookies
With intensifying consumer demands and regulatory scrutiny towards a more privacy-first internet, the way how ads will be bought, served and measured online will fundamentally change. The countdown to a world without third-party cookies has begun. To transition to this change responsibly across both the web and apps, Google’s Privacy Sandbox has been developing technologies that will both protect user privacy and give advertisers the building block tools to create new effective solutions. And we’re doing this in collaboration with the entire ecosystem.
So how big of a change does this entail and what does this mean for your business? Join Google executive Anthony Chavez (VP, Product Management for Privacy Sandbox) who will dive into the principles behind Privacy Sandbox for the Web and on Android, what’s on the horizon for Chrome, and ultimately how you can actively prepare now for what will be one of the most disruptive shifts in digital advertising.
2:30 PM – 2:42 PM
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MMA Annual State of the Attribution Benchmarking Survey—2023 Preview
MMA Annual State of the Attribution Benchmarking Survey—2023 Preview
For the last seven years, MMA Global surveyed marketers to benchmark the latest trends in attribution adoption and use. In this session, MMA’s SVP of Research and Insights, Vas Bakopoulos, will provide a preview of this year's findings, focusing on how measurement and attribution tools are used today, to build trust and accountability in marketing. He 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.
2:40 PM – 3:00 PM
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How Walmart’s Entrepreneurial Mindset Drives Connection with Customers
How Walmart’s Entrepreneurial Mindset Drives Connection with Customers
Curiosity and a spirit of innovation are essential to successfully understanding, reaching, and building lifelong relationships with your customers. Hear from William White on how Walmart is forging ahead to meet customers where they are and where they want to be.
Moderator
2:42 PM – 2:55 PM
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MMA Annual State of the AI in Marketing Benchmarking Survey—2023 Preview
MMA Annual State of the AI in Marketing Benchmarking Survey—2023 Preview
In this session, MMA’s SVP of Research and Insights, Vas Bakopoulos, will provide a preview of new, never release before benchmarking data about the application of AI in marketing and customer experience. Reflecting senior decision makers from over 100 major marketer companies, the presentation will quantify a framework of AI maturity, focusing on key areas like strategic alignment and metrics, use cases, data and governance, eventually providing a roadmap for application, highlighting best practices of leading companies in this space.
3:00 PM – 3:30 PM
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Commanding Your Career and Activating Your Tribe!
Commanding Your Career and Activating Your Tribe!
This session will will equip you to take ownership of you career and personal brand to unlock your potential and achieve your career success. Career navigation can be challenging, especially for those who don’t know all the rules of engagement. Leveraging her deep expertise in demand generating brand marketing and digital agility, Diana Haussling will lead a discussion that will enable you to tap into your superpowers, use the rules of engagement to your advantage and leverage your network to win the role, promotion or career experience on your own terms. Diana has a wealth of knowledge driving growth and leading teams across four Fortune 500 CPG organizations, Colgate - Palmolive, Campbell’s, General Mills and Hershey’s.
Wednesday, April 19, 2023
9:40 AM – 10:05 AM
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What is MMA Global Doing to Add to the POSSIBILITIES of Marketing?
What is MMA Global Doing to Add to the POSSIBILITIES of Marketing?
In this session, Greg Stuart CEO of MMA Global will share MMA’s Global 2023 agenda for “architecting the future of marketing.” MMA is out to raise the stature and gravitas of all marketers and CMOs by working together with everyone in the marketing ecosystem. From our work in marketing org, to attribution & measurement, to data and customer experience, plus growth theories, to brand and/or performance marketing, plus AI to Neuroscience, with a healthy dose of Digital Transformation across the whole of the enterprise. There is much to master in marketing and not always trustable insight and data – it’s all that MMA does.
10:10 AM – 10:25 AM
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MMA Annual Data Maturity Survey: What we are seeing in 2023
MMA Annual Data Maturity Survey: What we are seeing in 2023
Vas Bakopoulos, MMA’s SVP of Research and Insights, and Janet Balis, EY Partner and CMO Practice Lead, will discuss results from the MMA’s recently completed data maturity survey. Fielded in early 2023, this survey provides insights into how marketers are thinking about data maturity in the current environment and provides and updated reference point for benchmarking your own organization’s data maturity.
10:50 AM – 11:10 AM
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How Intuit Achieved Growth Through Organizational Design
How Intuit Achieved Growth Through Organizational Design
Using the Marcaps Readiness Assessment (MRA), Intuit captured an objective and data driven picture of the opportunities to strengthen US marketing inside Intuit. The MRA frameworks, metrics and workshops shaped an evolved point of view on value creation that included an expanded mission, role design and a capability development strategy aligned with the mission and role. In this session, Intuit executives will recap their journey and experience with this assessment.
12:25 PM – 12:40 PM
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Marketing in the World of Crypto
Marketing in the World of Crypto
Amongst all functions within an organization, Marketing is one that has fundamentally evolved in the last two decades with the proliferation of data, technology and the digital ecosystem. Over this time period, we have witnessed different marketing phases - stemming from the era of the Mad Men, where it was focused on storytelling and creativity; growing into a period of digital confusion, where companies struggled to grasp the difference between digital marketing and marketing in a digital world; to the growth at all cost phase where nothing beyond the CAC mattered.
Successful marketing lies at the convergence of science and storytelling, purpose and profitability, and brand and performance. And there is no better category than to be in the intersection of crypto, DeFi and the world of Web3. This is an industry that needs strong education, valuable inspiration and cultural connection, combined with science and experimentation of growth marketing. This is the 4th Era of Marketing done right.
Successful marketing lies at the convergence of science and storytelling, purpose and profitability, and brand and performance. And there is no better category than to be in the intersection of crypto, DeFi and the world of Web3. This is an industry that needs strong education, valuable inspiration and cultural connection, combined with science and experimentation of growth marketing. This is the 4th Era of Marketing done right.
2:35 PM – 3:05 PM
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Brand as Performance (BaP): Marketing's Ongoing Debate
Brand as Performance (BaP): Marketing's Ongoing Debate
Does brand lift translate into impactful business outcomes and how sustainable is it? The MMA has spent over two years developing the world's only marketing methodology to understand the true impact of branding on long term sales performance. Join our panel of marketing leaders as they discuss a comprehensive new growth framework for maximizing multi-year returns, as well as what it means to focus on long term branding vs. immediate performance.
Moderator
4:55 PM – 5:00 PM
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Closing Remarks
Closing Remarks
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Andrew Somer
SVP Membership and Summit Partnerships
MMA Global
M: +1 646.717.2559
E: [email protected]