Research | MMA Global

Research

The global pandemic has set off a chain reaction of shocks – from digital surge to brand loyalty shocks. Retail leaders navigating this time of exceptional uncertainly need steady focus to manage current challenges. In the future operating models and capabilities, that allow agility and efficiency to quickly capture pockets of growth, will be more relevant to retailers than ever before.

This report highlights how consumer are growing appetite for tech-forward experience are reshaping retail and why safety and convenience will continue to be critical.  

Released: 
September, 2020
Keywords: 
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Released: 
July, 2020
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To build on MMA’s commitment to science and truth, we studied the cognitive process of advertising in a mobile environment. Read the executive summary to learn more about the research and its findings, as well as the need for a First Second Strategy.

Released: 
March, 2019
Education Section: 
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Released: 
March, 2019
Region: 
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Attention and Cognitive Process in Mobile

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Released: 
March, 2019
Education Section: 
 NEW

Marketers know brand builds growth—but until now, proof was elusive. The new Brand as Performance (BaP) whitepaper from MMA Global 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.

Released: 
October, 2025
File Size: 
2.6 MB
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Region: 
 NEW

Based on insights from over 100 senior marketers at leading brands and agencies, The State of Video & CTV study finds that video is now at the heart of the marketing mix. 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. While budgets for both brand storytelling and performance are on the rise, marketers face significant challenges in proving video's value across a fragmented landscape.

Released: 
September, 2025
File Size: 
4.6 MB
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