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Agenda

Tuesday, April 16, 2024

9:05 AM – 9:15 AM ET

Marketing's New Affliction – Too Busy to Do Better

Greg shares MMA's vision for elevating the stature and gravitas of marketers and CMOs, challenging the industry not to be too busy to do better amidst increasing change and amazing new opportunities, some of which come uniquely from MMA’s Think Tanks, which are so strong they have the capacity to move marketing valuation.
Greg Stuart
CEO
MMA Global
@gregstuart

3:50 PM – 4:20 PM ET

Organizing for New Growth – How do You Prepare the Organization to Leverage the Potential of GenAI

Based on 20 years of academic research into marketing organization adoption of new and recent surveys with 500+ senior marketers, this session shared frameworks on how to reorient your organization to leverage GenAI for enhanced growth and innovation fully. Explore how to build a roadmap to success. Sourced from MMA's Marketing Organization Structure Think Thank (MOSTT)
Omar Rodríguez Vila, PhD
Professor of Practice in Marketing
Goizueta Business School, Emory University

2:00 PM – 2:30 PM ET

AI-Powered Breakthroughs: Real-World Experiments & Insights on Leveraging AI for Personalization

MMA's Consortium for AI Personalization (CAP) research has resulted in real-world trials and unprecedented results in AI-driven personalization for digital marketing. This experiment with Progressive demonstrated an unbelievable +197% increase versus current approaches and tested GenAI developed audio advertising. (Note: eight more CAP studies are coming.) The future is here today. Sourced from MMA's AI Leadership Coalition (ALC).
Remi Kent
Chief Marketing Officer
Progressive
Rex Briggs
Marketing Evolution Founder and
MMA Subject Matter Expert

10:40 AM – 11:10 AM ET

BRANDNOMIC$: The Solution to CMO/CFO Misalignment on the ROI of Brand

NEW insights from MMA’s Brand as Performance 4-year research series have proven the real long-term economic value of brand marketing, providing a formula for quantifying its impact on financial performance for CMOs and CFOs. That answer now appears to be over 5x revenue versus what we knew previously and indicates that Brand dramatically impacts both the top line and bottom of the funnel. Sourced from MMA's Marketing Attribution Think Tank (MATT)
Tom Duncan
Vice President, Head of Marketing
Kroger
Linda Lee
Chief Marketing Officer, US Meals & Beverages
Campbell
Vassilis Bakopoulos
SVP – Head of Industry Research
MMA

2:35 PM – 3:05 PM ET

Designing Marketing Organizations that Drive Sales Growth and Marketing Team Satisfaction

A review in a moment in time from seven-plus years of development by the Professors of MapCaps and MMA’s Global Board to strategically craft marketing department organizational design that drives company growth and employee alignment, dramatically improving marketers' satisfaction. Remember, this work has proven that the “right org fit” can drive sales. Sourced from MMA's Marketing Organization Structure Think Thank (MOSTT)
Dr. Neil Morgan
Professor of Marketing, Welch Family Professor in Business
Wisconsin School of Business
Nicole Vinson
Vice President, Global Digital, Media & Omni-Shopper Experience
Kellanova

Wednesday, April 17, 2024

11:05 AM – 11:35 AM ET

Bridging Finance and Marketing: Proving Marketing Confidence in a Finance-Driven World

Two years ago, the MMA Boards requested an approach for how best for CMOs to communicate marketing to CFOs. This session shared a comprehensive approach to unifying Marketing and Finance by translating marketing metrics into financially driven KPIs. This is currently being pressure-tested for validity between CMOs and CFOs and will be finalized at MMA’s upcoming CMO & CEO Summit in Napa in July. Sourced from MMA's Marketing Attribution Think Tank (MATT)
Rex Briggs
Marketing Evolution Founder and
MMA Subject Matter Expert

2:55 PM – 3:25 PM ET

Introducing the Marketing Capability Power Score: Marketing-Driven Companies' Marketing Strength

Less than two months old, this NEW analysis from MMA’s partner MarCaps objectively ranks the effectiveness of all public companies’ marketing and connects that impact to the firm’s market value. This provides a strong, proven strategic economic orientation to how marketing plays a role in building market valuation. Watch to see which marketing companies really stand out! Sourced from MMA's Marketing Organization Structure Think Thank (MOSTT)
Dr. Sundar Bharadwaj
The Coca Cola Company Chair, Professor of Marketing
The University of Georgia, The Terry College of Business

3:15 PM – 3:45 PM ET

The Actual Possibility of AI as Told by the Marketers from MMA's AI Leadership Coalition (ALC)

The speakers presented a case study based on real in-market AI programs to drive in-store sales effectively. Additionally, this session includes a real-time, live demo of AI-generated personas research, which will be a new MMA experiment with many marketers to be announced that will test compressing consumer insights research from “three months to three prompts (in hours). Sourced from MMA's AI Leadership Coalition (ALC).
Vincent Rinaldi
Head of Media & Analytics
The Hershey Company
Vassilis Bakopoulos
SVP – Head of Industry Research
MMA
Wesley ter Haar
Founder, MediaMonks &
Executive Director, S4 Capital Group
Greg Stuart
CEO
MMA Global
@gregstuart

2:15 PM – 2:45 PM ET

Movable Middles Growth Framework (MMGF): Moneyballing Advertising to Hack Long-Term Growth

Explored MMA's visionary Growth Framework (‘Moneyball for Marketing’) that optimizes short-term results and is scientifically proven to drive long-term growth by targeting the 'movable middle.' This four-year model has evolved to prove that on average campaign performance can increase by 45% and proved that this segmentation approach crushes reach based planning (by more than 2.5X) as well as all other targeting methods. Kroger and Ally shared how they have leveraged their Movable Middles to drive incremental sales. Sourced from MMA’s Marketing Attribution Think Tank (MATT).
Kay Vizon
Media Director
Kroger
Michelle Alfano
Senior Director, Digital Marketing
Ally Bank
Joel Rubinson
MMA MTA Expert & President
Rubinson Partners, Inc.

9:45 AM – 10:15 AM ET

Building Better CMOs Live Recording – One CMO’s View on What We Can do Better

An episode of MMA Global's podcast "Building Better CMOs," this session promises an enlightening and captivating interview with an accomplished marketing executive admitting what we, as marketers, don’t always get right. Join guest Michelle Crossan-Matos, CMO, Ulta , and delve into the dynamic landscape of the evolving CMO role and gain profound insights into the strategies employed to surmount the many challenges today. Anticipate a candid discussion facilitated by Greg Stuart, CEO of MMA Global, that will address the myriad of challenges confronting marketers and uncover avenues to foster growth while delivering significant customer value. This podcast is the feeder for MMA to determine what to work on next to raise the stature and gravitas of marketing and build better CMOs.
Michelle Crossan-Matos
CMO
Ulta Beauty
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MMA Global
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