Skip to main content

Member Login Subscribe

Marketing + Media Alliance

Come for the alliance. Stay for the impact.

What We Do
Measurement
Marketing Org
Data & CX
AI Leadership
SMARTIES
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
Learn More
Brand as Performance Research Initiative
Does brand lift translate into business outcomes and how sustainable is it?
Learn More
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.
Learn More
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
Learn More
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.
Learn More
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.
Learn More
Tools & Playbooks
Movable Middles Audience Optimizer
A 3-week assessment to predict the Movable Middle ROAS upside and optimal audience allocation for your brand.
Learn More
How confident are you that your marketing works?
Assess your Channel Measurement Score - measure the incremental impact of each marketing tactic.
Learn More
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.
Learn More
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.
Learn More
Events & Debates
Measuring the Business Value of Marketing – In a Way that CFO’s Trust
The Great Measurement Debates
Learn More
View On-Demand: CMO Roundtables on Growth
Leading CMOs discuss & debate five key areas which have a direct role in achieving true marketing growth
Learn More
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.
Learn More
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.
Learn More
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.
Learn More
Modern Marketing Value Proposition and Capabilities Map
A detailed framework of six values and 90 capabilities for success
Learn More
How Marketing Organizations are Changing
A collection of resources on how marketing organizations are changing.
Learn More
Latest Tools and Technology for Marketing Orgs
A collection of resources of the latest tools and technology for marketing organizations.
Learn More
Tools & Playbooks
The Information Marketing Framework
ISM includes paid and organic promotion in traditional search, as well as new, AI-based mechanisms.
Learn More
Events & Debates
Organizational Links – Is it your marketing organization that is slowing your growth?
Learn More
Marketing’s Mission and its Role in Growth Strategy
How does the mission of marketing tie to the firm’s growth agenda?
Learn More
Join us for The Great Debate: Marketing Organization
Strategize, Manage Responsibilities, Build Capabilities, Tackle Organizational Challenges
Learn More
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.
Learn More
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.
Learn More
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.
Learn More
Changes Are Coming. Are Marketers Ready?
New insights reveal that marketers are struggling to adapt to the shifting identity, privacy and regulatory landscape
Learn More
Tools & Playbooks
CX Maturity Assessment
Find out how your organization’s CX capabilities stack up against industry leaders with this brief assessment.
Learn More
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.
Learn More
Events & Debates
Data Journey: Webinar Series
Understanding data means understanding your consumer – who they are, where they are and what they want.
Learn More
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.
Learn More
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.
Learn More
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.
Learn More
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.
Learn More
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.
Learn More
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.
Learn More
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.
Learn More
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.
Learn More
Marketing AI Implementation Checklist
A comprehensive guide for responsibly integrating AI into marketing strategies, covering 13 key areas from leadership vision to continuous improvement
Learn More
Generative AI Governance Framework for Marketing
A marketing framework for harnessing the power of generative AI, while safeguarding consumers and ensuring legal compliance.
Learn More
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
Learn More
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.
Learn More
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.
Learn More
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.
Learn More
How to Engage
Featured Events

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

AI

POSSIBLE - Embrace the Impossible

April 27-29, 2026 | Miami Beach, Florida

MMA CMO + CEO Summit 2026

MMA’s flagship invitation-only gathering of marketing’s most influential leaders share the latest insights, real-world examples, and case studies from CMOs of the world’s biggest brands. July 19-21, 2026 | Santa Barbara, California

Register Today for MMA’s Webinar Series

Concise, practical sessions designed to build modern marketing capabilities.
Events
Must-Attend Events for CMOs
Member Center
Webinars
More MMA resources
SMARTIES™ Global Awards Programs

Global: SMARTIES X Global

Regional:
North America

Asia Pacific

Europe

Middle East & Africa

Hispanic LATAM

Country:
Brasil

China

DACH

India

Indonesia

KSA

MENA

Philippines

South Africa

Sub-Saharan Africa

Thailand

Türkiye

Vietnam
Member Portal
Media & Press
Member Portal
Am I a Member?
Categories & Dues
MMA Logos
Member Directory
Member Knowledge Center
Renew
Submit Content
Join the Alliance

Home
Mutlu Besimzade

Mutlu Besimzade

Marketing and Institutional Communications Director

Formerly Sabanci University

Follow Mutlu Besimzade on:

Get News from the Alliance

Subscribe, listen, read & share today. Get our best content delivered to your inbox. Reduce the white noise but keep up to date on the latest in Marketing transformation.

Email Address *

First Name

Last Name

Job Title

Company

MMA SmartBrief for Modern Marketing: North America Edition

Also subscribe me to MMA newsletter for Modern Marketing

MMA AI in Marketing Newsletter

Also subscribe me to receive MMA’s AI in Marketing Newsletter

MMA Data + CX Think Tank Newsletter

Also subscribe me to MMA’s DATT Newsletter, containing the latest news on customer data, marketing analytics and privacy in marketing

Leave this field blank

What We Do

Measurement
Marketing Org
Data & CX
AI Leadership
SMARTIES

How to Engage

Events
Must-Attend Events for CMOs
Member Center
Webinars

The Marketing + Media Alliance (MMA) is the only trade association that unites the entire marketing ecosystem—CMOs, MarTech, AdTech, media, and marketer-supported companies—working collaboratively to architect the future of marketing while delivering growth today. Led by CMOs, the Alliance drives marketing change by tackling unanswered questions and challenging entrenched assumptions. We are unapologetically committed to science and inquiry, knowing that transformative impact only comes from constructively disrupting the status quo. Through peer-driven collaboration, the Alliance helps members aggressively adopt proven, science-backed practices. Each year, MMA invests millions in breakthrough research to deliver unassailable truths, actionable insights, and practical tools. By enlightening, empowering, and enabling marketers, we shape the future of marketing and propel business growth.

Privacy Policy
Site Map