Does brand marketing drive long-term growth, and can we prove it?

Guide · 2024 In the dynamic realm of digital advertising, the Modern Marketing Association (MMA) embarked on a pioneering project with the aim to standardize engagement metrics—a keystone for evaluating… Read the report

Guide · 2024

Aligning Engagement Metrics in Advertising

Genel · Creative effectiveness · Data, identity and privacy · Personalization and CX

Report · 2023 Featuring input from industry trailblazers, this is the most awaited and anticipated report to help marketing professionals strengthen their strategy to drive business growth in 2024. It… Read the report

Report · 2023

MMA Indonesia Modern Marketing Reckoner Report 2023

Genel · AI strategy and adoption · Media & Retail Media · Personalization and CX

Research · 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… Read the report

Research · 2023

MMA Indonesia Brand Safety & MarTech Report 2023

Genel · AI strategy and adoption · Data, identity and privacy · Measurement & Attribution · Media & Retail Media · Personalization and CX

Research · 2023 MMA Vietnam partnership with Decision Lab to present "The Connect Consumer Q4/2022." The Connected Consumer is a quarterly study conducted by Decision Lab starting in 2019. The study… Read the report

Research · 2023

The Connected Consumer Q4 2022

Genel · Data, identity and privacy · Media & Retail Media · Personalization and CX

Educational Documents · 2022 CDO Perspectives 2022 is a compilation of the results from 50 interviews conducted by professors from the University of Oxford, discussions by MMA’s Chief Digital Officer Board, plus a… Read the report

Educational Documents · 2022

CDO Perspectives 2022

Genel

Educational Documents · 2022 The Evolving Role of the Chief Digital Officer is a report for MMA Global based on in-depth interviews with 50 CDOs from global companies across multiple industries conducted by the Oxford… Read the report

Educational Documents · 2022

The Evolving Role of the Chief Digital Officer

Genel

Benchmark Studies · 2022 The State of CDO Benchmark Survey is a statistical consolidation of The Evolving Role of the Chief Digital Officer & CDO Perspectives 2022. Key findings include: CDO vision is tied to… Read the report

Benchmark Studies · 2022

State of CDO Benchmark Survey

Genel

Research · 2022 To drive growth in the digital age, marketing needs to modernise a specific set of capabilities and mindsets. But as complexity grows, marketers face increasingly difficult choices about… Read the report

Research · 2022

The State of The Industry 2022: Modern Marketing in Indonesia

Genel

Report · 2022 The MMA Global Indonesia Brand Safety & MarTech report explores various perspectives, insights and best practices on brand safety strategy and marketing technology implementation. In this… Read the report

Report · 2022

MMA Indonesia Brand Safety & MarTech Report 2022

Genel · Data, identity and privacy · Marketing Org & Talent · Measurement & Attribution · Media & Retail Media

Member-only access Best Practices · 2021 The movable middles are open-minded consumers defined by their mid-range probability of buying the brand. They’re not people who purchase the brand’s products at every turn, but they don’t… Read the report

Best Practices · 2021

Movable Middles Growth Framework™ (MMGF™): Marketer Implementation Playbook

Genel · Measurement & Attribution

Perspectives · 2021

Summary Session - The Great Debate Slides

Genel · Measurement & Attribution

Perspectives · 2021 This session summarizes the six marketing growth frameworks presented as part of the series and provide strategic guidance around the pros, cons, and considerations of each. Read the report

Perspectives · 2021

The Great Debates: Marketing Growth Framework Strategic Summary Session

Genel · Measurement & Attribution

Report · 2020

Dr. Leslie Wood - The Great Debate Full Transcript

Genel · Data, identity and privacy · Measurement & Attribution

Member-only access

Best Practices · 2020

Outcomes-Based Marketing 2.0 (OBM2): MATT Member Session

Genel · Measurement & Attribution

Best Practices · 2020

Dr. Leslie Wood - The Great Debate Slides

Genel · Data, identity and privacy · Measurement & Attribution

Perspectives · 2020

Joel Rubinson - The Great Debate Slides

Genel · Data, identity and privacy · Measurement & Attribution

Educational Documents · 2020

Dr. Dominique Hanssens - The Great Debate Full Transcript

Genel · Data, identity and privacy · Measurement & Attribution

Perspectives · 2020

Dr. Dominique Hanssens - The Great Debate Slides

Genel · Data, identity and privacy · Measurement & Attribution

Perspectives · 2020

Dr. Peter Fader - The Great Debate Full Transcript

Genel · Data, identity and privacy · Measurement & Attribution

Perspectives · 2020

Dr. Peter Fader - The Great Debate Slides

Genel · Data, identity and privacy · Measurement & Attribution

Perspectives · 2020

MMA MATT Future of MTA Data Identifiers Fireside Chat

Genel · Data, identity and privacy · Measurement & Attribution

Benchmark Studies · 2020

Infographic: The State of Data in Marketing

Genel · Data, identity and privacy

Member-only access Research · 2020 For the first time ever, CPG campaign data from three major US brands has been used to test the principle of recency, which proposes that digital advertisements are most effective right… Read the report

Research · 2020

The Persuadables: How Advertisers Can Use the Principles of Recency and Spend Level to Significantly Improve ROAS

Genel · Measurement & Attribution

Member-only access

Report · 2019

Deck: Mobile ads are processed in the blink of an eye - do you have your First Second Strategy?

Genel · Creative effectiveness · Media & Retail Media

Report · 2018 Cost Per Visit (CPV) is a new metric that marketers – particularly retailers – should pay attention to, as it is an innovative way to use location data that connects media directly to store… Read the report

Report · 2018

A Master Class on Cost Per Visit from GroundTruth and the MMA

Genel · Data, identity and privacy · Personalization and CX

Document · 2026 A market-sizing and benchmarking report from the MMA South Africa Retail Media Task Force and the Data + CX Think Tank (DATT), mapping South Africa's retail media market against global… Read the report

Document · 2026

South African Retail Media Landscape: 2026 Ecoscape Report

Middle East & Africa · South Africa · Data, identity and privacy · Marketing Org & Talent · Media & Retail Media

Document · 2026 A practitioner's glossary from the MMA South Africa Retail Media Task Force, defining the terms, metrics and formulas driving retail media today, from ad inventory and attribution windows… Read the report

Document · 2026

MMA Retail Media Measurement & Market Definitions Guide (The MMA South Africa Retail Media A–Z)

Middle East & Africa · South Africa · Data, identity and privacy · Marketing Org & Talent · Media & Retail Media

Guide · 2026 Half the planet already plays games. Most brands still show up for kickoff and miss the basket three days earlier. The Modern Gaming Marketing Playbook rebuilds gaming strategy around six… Read the report

Guide · 2026

The Modern Gaming Marketing Playbook

Middle East & Africa · Data, identity and privacy · Marketing Org & Talent · Personalization and CX

Report · 2026 The State of AI in Marketing 2026 is a joint report by MMA and Decision Lab, surveying 143 marketing professionals across five Southeast Asian markets in early 2026. It finds that while 57%… Read the report

Report · 2026

The State of AI in Marketing - SEA Report 2026

APAC · Vietnam · AI strategy and adoption · Data, identity and privacy · Marketing Org & Talent · Measurement & Attribution · Personalization and CX

Guide · 2026 Peak Season Playbook is a strategic retail media guide designed for Türkiye's unique calendar of overlapping demand moments, including Valentine's Day, Ramadan, Mother's Day, Back to… Read the report

Guide · 2026

Peak Season Playbook: Strategic Growth Guide in Retail Media (ENG)

Middle East & Africa · Türkiye · Data, identity and privacy · Marketing Org & Talent · Personalization and CX

Guide · 2026 Peak Season Playbook is a strategic retail media guide built for Türkiye's overlapping peak periods: Valentine's Day, Ramadan, Mother's Day, Back-to-City, and Legendary November. Each… Read the report

Guide · 2026

Peak Season Playbook

Middle East & Africa · Türkiye · Data, identity and privacy · Marketing Org & Talent · Personalization and CX

Report · 2026 Bu rapor, Türkiye’deki kurumların veri olgunluğunu uçtan uca değerlendirerek mevcut durumun gerçekçi bir fotoğrafını çıkarıyor; veri stratejisi, yönetişim, altyapı, analitik/AI… Read the report

Report · 2026

Veri Olgunluğu Raporu 25 | Türkiye

Middle East & Africa · Türkiye · Data, identity and privacy · Marketing Org & Talent

Whitepaper · 2026 Advancing Knowledge. Empowering Our Community. Shaping the Future of Marketing. As part of MMA Academy’s ongoing commitment to elevate the marketing and media ecosystem, we are proud to… Read the report

Whitepaper · 2026

Retail Media Measurement Made Easy: A Guide

Middle East & Africa · South Africa · Data, identity and privacy · Marketing Org & Talent · Media & Retail Media

Guide · 2024 In today’s rapidly evolving marketing landscape, staying ahead requires collaboration and insights from industry leaders. That’s why ShopBack and the Modern Marketing Association (MMA) have… Read the report

Guide · 2024

E-commerce: Strategic Insights into Vietnamese Shopper and Travel Behaviors in 2024

APAC · Vietnam · AI strategy and adoption · Data, identity and privacy · Measurement & Attribution

Report · 2024 Welcome to the State of AI in Marketing in Germany report, an in-depth exploration of how artificial intelligence (AI) is reshaping the marketing landscape in one of Europe’s leading… Read the report

Report · 2024

State of AI in Marketing in Germany 2025

Europe · DACH · AI strategy and adoption · Data, identity and privacy · Measurement & Attribution

Guide · 2024 The "State of AI in Marketing 2024" report from MMA Global APAC, in collaboration with Punctuate.Inc provides an in-depth analysis of how businesses across the Asia-Pacific (APAC) region… Read the report

Guide · 2024

State of AI in marketing: AI Trends & Actionable Insight

APAC · AI strategy and adoption · Data, identity and privacy · Measurement & Attribution

Guide · 2024 Welcome to the "State of AI in Marketing in Vietnam" report, a comprehensive look at how Artificial Intelligence (AI) is transforming marketing in one of Southeast Asia’s most dynamic… Read the report

Guide · 2024

State of AI in Marketing in Vietnam 2024

APAC · Vietnam · AI strategy and adoption · Data, identity and privacy · Measurement & Attribution

Educational Documents · 2023 In the past couple of years, Southeast Asia saw accelerated growth and changes in the technology landscape due to the COVID pandemic - businesses experienced a boom in e-commerce, digital… Read the report

Educational Documents · 2023

MarTech Vietnam Report 2022

APAC · Vietnam · Personalization and CX