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Future Labs

Knowledge Center

Validation Experiments

Movable Middles Growth Framework® (MMGF®) Research Initiative

Research revealing a new marketing growth strategy, outperforming traditional reach-based marketing plans by more than 50% on return on ad spend (ROAS

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Brand as Performance Research Initiative

Does brand lift translate into business outcomes and how sustainable is it?

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Intelligence & Trends

The State of Brand Marketing Accountability

Brand marketing faces increasing pressure to demonstrate ROI. Over the past two years, budgets have shifted toward performance—driven by an increased focus on measurable outcomes. This trend is expected to continue. Meanwhile, confidence in brand measurement is low, leaving most marketers unable to defend brand investments when budgets tighten.

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The State of Performance

Bringing into sharp focus a longstanding duality at the heart of modern marketing: the need to balance short-term spending with long-term growth outco

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Proving Brand Marketing Drives Long-Term Growth

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.

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The State of Video & CTV

An overwhelming majority of marketers plan to increase their investment in the year ahead, seeing it as the most essential tactic for reaching audiences and driving business outcomes across the entire funnel.

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Tools & Playbooks

Movable Middles Audience Optimizer

A 3-week assessment to predict the Movable Middle ROAS upside and optimal audience allocation for your brand.

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How confident are you that your marketing works?

Assess your Channel Measurement Score - measure the incremental impact of each marketing tactic.

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Multi-Touch Attribution (MTA) Journey Map

Step-by-step guide to launch a successful MTA initiative, from inception through full deployment. Determine at what stage your organization is currently within the journey to access specific acceleration tools most relevant to you.

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Multi-Touch Attribution (MTA) DataMap

A concise reference tool that visualizes all the data needed, giving brands a clear picture of how datasets can interact and be integrated for successful MTA execution.

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Events & Debates

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

The Great Measurement Debates

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View On-Demand: CMO Roundtables on Growth

Leading CMOs discuss & debate five key areas which have a direct role in achieving true marketing growth

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Watch Sessions On-Demand: The Great Marketing Growth Debates

Marketers may be familiar with at least one marketing growth framework, but few are familiar with them all. Through this series, the authors of leading growth frameworks presented their research and answered questions to help marketers make educated decisions on the optimal approach to drive growth for their business.

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The Great Identifiers Debates

Marketing has an identity crisis. Through this series, the MMA has brought together more than 30 industry experts to debate the most effective strategies to roadmap the future of identity.

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Knowledge Center

Intelligence & Trends

Navigating the GenAI Landscape

Generative AI (GenAI) may offer a transformative potential for marketing, but realizing this requires a strategic, organization-wide approach. We introduce a strategic framework, the "Need-Case Map," to guide marketers in prioritizing investments, aligning initiatives with business objectives, and maximizing impact.

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Modern Marketing Value Proposition and Capabilities Map

A detailed framework of six values and 90 capabilities for success

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How Marketing Organizations are Changing

A collection of resources on how marketing organizations are changing.

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Latest Tools and Technology for Marketing Orgs

A collection of resources of the latest tools and technology for marketing organizations.

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Tools & Playbooks

The Information Marketing Framework

ISM includes paid and organic promotion in traditional search, as well as new, AI-based mechanisms.

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Events & Debates

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

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Marketing’s Mission and its Role in Growth Strategy

How does the mission of marketing tie to the firm’s growth agenda?

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Join us for The Great Debate: Marketing Organization

Strategize, Manage Responsibilities, Build Capabilities, Tackle Organizational Challenges

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Knowledge Center

Intelligence & Trends

The State of Marketing Analytics

Marketing measurement has reached an inflection point. After years of investment in analytics tools, platforms, and data infrastructure, the question is no longer whether marketing organizations measure. It’s whether that measurement changes anything.

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State of Data Privacy

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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Data maturity 2023 – Two years later.

Over the past two years, the data maturity landscape has shown limited progress in certain areas, with a relatively slow pace of change and evolution among leadership, suggesting that organizations need to accelerate their efforts to drive significant advancements in how they approach data.

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Changes Are Coming. Are Marketers Ready?

New insights reveal that marketers are struggling to adapt to the shifting identity, privacy and regulatory landscape

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Tools & Playbooks

CX Maturity Assessment

Find out how your organization’s CX capabilities stack up against industry leaders with this brief assessment.

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DATA Maturity Assessment

The MMA has created a Data Maturity Assessment that allows companies to assess their maturity level across over 20 important dimensions at both an industry and sector level.

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Events & Debates

Data Journey: Webinar Series

Understanding data means understanding your consumer – who they are, where they are and what they want.

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Watch Videos and Download Speaker Presentations from MMA Impact Virtual 2021

Learn key lessons from the past year with a focus on the new rules of engagement for succeeding in a post-covid world.

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Watch Videos and Download Speaker Presentations from MMA DATT Unplugged Virtual 2021

DATT Unplugged Virtual was a one-day event bringing together brand marketers, data and privacy experts and other thought leaders to discuss and define the future of data in marketing.

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Future Labs

Knowledge Center

Validation Experiments

Motivational and Contextual Alignment (MOCA)

Advertising optimizes who, what, and when; it has never optimized for why people buy. MOCA tests whether aligning media and audiences to the motivations already in your creative moves the business.

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Gen AI Performance (GASP)

Discovery is moving from search results to AI answers. When buyers ask ChatGPT, Gemini, or Perplexity, the brands the model names win the consideration set, and the pages it cites are often not the ones that rank in search. Most brands can’t see whether they show up, or change it. GASP is a new MMA research lab that helps brands measure their visibility in AI answers and prove what actually moves it, quantifying how much is in their control.

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Agentic AI Advertising (A³)

The Agentic AI Advertising (A³) Lab is a collaboration between MMA's AI Leadership Think Tank and Monks to assess the creative and commercial impact of video advertisements fully produced by agentic AI. As the advertising industry evolves from generative to agentic AI, this initiative provides insights into practical capabilities, true impact on effectiveness, and the evolution of workflows, tools, and processes. A³ represents shared learning to future-proof the marketing industry.

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AI Creative Effectiveness (ACE)

AI Creative Effectiveness (ACE) uses artificial intelligence to analyze creative performance patterns and provide pre-launch scoring and recommendations. By learning from your past campaigns, ACE extracts brand-specific success drivers and applies them to new assets—checking brand/platform compliance, predicting performance, and suggesting edits before you go live. This pre-optimization approach helps teams prioritize high-potential assets and fix issues early, reducing costly revisions and improving campaign outcomes.

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Intelligence & Trends

Kroger Study: Predictive Creative Scoring Leads to Real Ecommerce Outcomes

Marketers have spent years perfecting how media is bought and targeted, and in a world where that precision has become table stakes, it’s no longer where the biggest gains are found. Far less attention and investment has gone into the creative that runs through that media, and that’s where the unclaimed value now sits.

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The State of Personalization

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.

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Marketing AI Implementation Checklist

A comprehensive guide for responsibly integrating AI into marketing strategies, covering 13 key areas from leadership vision to continuous improvement

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Generative AI Governance Framework for Marketing

A marketing framework for harnessing the power of generative AI, while safeguarding consumers and ensuring legal compliance.

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Events & Debates

Decoding AI for Marketers VII: The Autonomous Marketing Era

Foundational training that gets marketers hands-on with Generative AI. 5 Days / 1-Week Marketer Training Series - March 30 - April 3, 2026

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Navigating AI Regulation: Marketing in a New Era

AI and privacy laws are evolving fast, creating both hurdles and openings for marketers. In this webinar, Alec Foster breaks down key changes—like the EU’s AI Act and U.S. legal shifts—into clear, actionable insights for marketing teams.

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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.

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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.

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