Webinar Archive

The MMA SMARTIES Awards is the highest achievement across the globe honoring and awarding outstanding innovation resulting in significant business impact for brands, agencies, media companies, and technology providers. 

MMA in partnership with GetCraft will share key insights on crafting a successful campaign into a SMARTIES winning case study. People connect with stories, therefore, a good method of storytelling using your campaign results in a data-backed case study is really important.

Over the past year, we have seen consumer behaviour and preferences change at breakneck speed. Time spent online has increased, digital payments have soared, and spurred by continued “stay at home”, there has been a significant acceleration in e-commerce. While there are early signs of stickiness, the question is how will the landscape evolve from here onwards.

In a post-cookie world, brands will need to build or rebuild a strong data foundation to compete and serve their customers. By investing in their customer intelligence with a data-agnostic approach, brands will be able to generate customer profiles with identity at the core, complete with customer attributes. This will allow for a full customer profile that is more than an identifier.

In MMA’s “Great Debate Series” we discuss the growth frameworks of world-renowned academics with leading marketing experts in Germany. In the first of four panels we debate Dr. Peter Fader’s framework. Fader is professor of marketing at the Wharton School of the University of Pennsylvania and a representative of a customer centric approach. Fader operates on the founding belief that marketers must leverage customer lifetime value. He argues marketers generate the best results when they find the customers most likely to buy their product or service — and then finding more of them.