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Knowledge Center

The State of Performance

Performance marketing was once defined by speed and automation. Now, it’s a precision-driven growth strategy that ties marketing investment directly to measurable business outcomes. In today’s climate of increased accountability and digital acceleration, it offers a unique strategic advantage — one anchored in data, focused on results, and built to deliver impact under pressure. This report brings into sharp focus a longstanding duality at the heart of modern marketing: the need to balance short-term spending with long-term growth outcomes.
Released: 
January, 2026
File Size: 
7.4 MB
Region: 
Global
Report

The State of Personalization

See how marketing leaders are navigating personalization’s complexities and charting its future
The 2025 State of Personalization Report, published by MMA in collaboration with Monks provides a comprehensive analysis of how marketing leaders are navigating personalization’s complexities and charting its future.
Webinar

Measuring the Business Value of Marketing – In a Way that CFO’s Trust

The Great Measurement Debates
Whitepaper

Proving Brand Marketing Drives Long-Term Growth

Marketers know brand builds growth—but until now, proof was elusive.
The new Brand as Performance (BaP) whitepaper from MMA and TransUnion reveals that traditional measurement methods have undervalued brand’s impact by up to 83%. Backed by studies from Ally, Kroger, and Campbell’s, BaP shows how brand campaigns lift favorability (+24%), drive higher conversions (4–5x), and deliver 1.8–6x greater long-term sales impact compared to short-term tactics. With BaP, CMOs finally have the evidence to defend budgets, optimize strategy, and demonstrate marketing’s full value.
Webinar

AI Agents in Marketing: Navigating Hype, Risk, and Opportunity

As AI agents shift from copilots to autonomous teams, join MMA’s Responsible AI Innovation Lab for a strategic look at this change. Despite big promises, under 1% of enterprises use AI agents effectively. This webinar offers clear, practical advice for responsible adoption.
Webinar

Ethical AI Marketing: A Toolkit for Responsible Innovation

AI is reshaping marketing, but using it responsibly is key to protecting your brand and earning customer trust. This webinar from MMA’s new Responsible AI Innovation Lab offers practical strategies for ethical, effective AI use.
Report

State of Data Privacy

Three Schools of Privacy and the Rise of PETs in the Age of AI
In collaboration with AppsFlyer, MMA engaged with 150 senior marketers across various sectors to provide a view of the current state and future trajectory of Data Privacy, and introduces a new comprehensive framework to approach privacy as a source of competitive advantage.

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