MTA | MMA / Marketing + Media Alliance

MTA

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Attribution
MTA

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.
Released: 
March, 2026
File Size: 
2.4 MB
Education Section: 
Research, Trends Reports
Region: 
Global
Attribution
Consumer Engagement
Customer Lifecycle
MTA

Debunking the Short and Long-Term Myth of Marketing

The decades-long struggle between pursuing long-term growth and achieving short-term sales is rooted in a myth. Going broad for the brand and targeted for performance is wrong. We’re challenging marketers to adopt a new audience strategy focused on the Movable Middles that optimally meets both short-term and long-term goals. Here’s how.
Released: 
June, 2024
Education Section: 
Educational Documents, Guidelines, Perspectives
Region: 
Global
The State of Multi-Touch Attribution 2024

The State of Multi-Touch Attribution 2024

Jun 5, 2024 · Global

Maintaining a leading edge in measurement and attribution is essential for enhancing the accountability of marketing as a key driver of growth.

Join us for an insightful webinar, where we will unveil the much-anticipated findings from our 9th annual State of Multi-Touch Attribution (MTA) study. This comprehensive survey, conducted with senior marketing decision-makers, sheds light on the latest trends, challenges, and opportunities in marketing measurement.

Key topics we will explore include:

Watch Now
Vassilis Bakopoulos
MTA

State of Attribution 2024 - 8th Annual Marketer Benchmark Report

Our eighth annual study highlights the latest trends in marketing measurement and attribution for 2024. Marketers have shown increased economic optimism in the first quarter, though this has not translated into higher media budgets. Instead, there is a stronger emphasis on achieving measurable outcomes, with fewer companies prioritizing reach.

Released: 
June, 2024
Education Section: 
Benchmark Studies, Guidelines, Research
Region: 
Global

The 2024 Digital Marketing Playbook

Maximize 2024 success with InMarket’s 2024 Digital Marketing Playbook.

Complete with 10 powerful strategies, the report contains the most important recommendations marketers need to drive success throughout the entire year. 

Download today and unlock strategies including:

  • Geo-Contextual Advertising
  • Commerce Solutions
  • AI Everywhere
  • And more!

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AI
Brand Safety
CX / Customer Experience
Data
MTA
ROI

MMA Indonesia Brand Safety & MarTech Report 2023

The MMA Global Indonesia Brand Safety & MarTech 2023 Report delves into different viewpoints, insights, and effective approaches regarding brand safety strategies and the implementation of marketing technology. This comprehensive report will serve as an invaluable resource for industry professionals by providing them with a wealth of insights, trends and data to stay ahead of the curve.

Released: 
July, 2023
Education Section: 
Research, Trends Reports
Region: 
APAC, Indonesia, Global
Decision Series: State of Multi-Touch Attribution

Decision Series: State of Multi-Touch Attribution

Jun 14, 2023 · Global
We will discuss highlights of this year's findings, focusing on how measurement and attribution tools are used today to build trust and accountability in marketing. We 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.
Watch Now
Vassilis Bakopoulos
Bridging the Finance / Marketing Gap

Bridging the Finance / Marketing Gap

Jan 31, 2024 · Global
Finance and Marketing sometimes speak different languages, even when they are trying to drive the same growth outcomes. This webinar addresses how marketing executives are translating marketing metrics into financial enterprise value.
Watch Now
Rex Briggs Ron Codd Marisa Cranswick
Measuring Brand Value

Measuring Brand Value

Nov 15, 2023 · Global
How do you measure the impact of Brand on your Growth? This webinar addresses how marketers can measure the long-term value of brand marketing.
Watch Now
Marisa Cranswick Rachel Reiss Joel Rubinson Vassilis Bakopoulos
Measurement: Measuring Incrementality to Untangle Marketing Contribution

Measurement: Measuring Incrementality to Untangle Marketing Contribution

Sep 13, 2023 · Global
Are you truly confident that your marketing efforts are delivering the desired results? Do you struggle to accurately measure the incremental impact of each marketing tactic? This webinar will explore the best ways to measure incrementality in marketing. In this session we will discuss approaches for untangling attribution, the portfolio mix, and the pros and cons of various methodologies; the goal is to enable marketers to optimize investments more wisely.
Watch Now
Neha Bhargava Wayde Fleener Amy Adams Andy Kauffman

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