Measurement | MMA / Marketing + Media Alliance

Measurement

Marketing measurement has never been more complex. With fragmented customer journeys, shifting privacy standards, and increasing media diversity, understanding which channels and touchpoints truly drive growth has become one of marketers’ toughest challenges. Traditional attribution models often fall short in capturing the full customer journey, leaving CMOs and CFOs alike uncertain about where to invest for maximum impact.

MMA’s Marketing Attribution Think Tank (MATT) is a community of marketing and analytics leaders committed to building confidence in marketing’s ability to predictively drive growth — in a way that CFOs trust.

MATT is a community of marketing and analytics leaders committed to building confidence in marketing’s ability to (predictively) drive growth, in a way that CFOs trust.
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The key challenges we tackle:

  • Long vs. Short
  • Connecting Marketing to Finance
  • Growth Frameworks
  • Attribution & Measurement

Knowledge Center

MMA Marketing Attribution Think Tank

Intelligence & Trends

The State of Performance
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

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Proving Brand Marketing Drives Long-Term Growth
Proving Brand Marketing Drives Long-Term Growth

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.

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The State of Video & CTV
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.

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The State of Creative Process in Marketing
The State of Creative Process in Marketing

A guide for marketers looking to refine their approaches and drive increased value with their creative efforts.

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2024 Annual State of Attribution Marketer Benchmark Report
2024 Annual State of Attribution Marketer Benchmark Report

Our annual study shows that marketers in 2024 are more optimistic, but prioritize measurable outcomes over expanding media budgets and reach.

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2023 Annual State of Attribution Marketer Benchmark Report
2023 Annual State of Attribution Marketer Benchmark Report

This year's report reveals a dynamic shift in the marketing and measurement landscape, marked by the proliferation of new media, economic environment,

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Marketer Benchmark Study on Growth
Marketer Benchmark Study on Growth

Research to understand and track marketer’s understanding and application of growth frameworks

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Tools & Playbooks

Movable Middles Audience Optimizer
Movable Middles Audience Optimizer

A 3-week assessment to predict the Movable Middle ROAS upside and optimal audience allocation for your brand.

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How confident are you that your marketing works?
How confident are you that your marketing works?

Assess your Channel Measurement Score - measure the incremental impact of each marketing tactic.

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Multi-Touch Attribution (MTA) Journey Map
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.

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Multi-Touch Attribution (MTA) DataMap
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.

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Multi-Touch Attribution (MTA) Data Strategy Guide
Multi-Touch Attribution (MTA) Data Strategy Guide

A members-only comprehensive planning manual designed to help marketers secure, organize, and manage quality data.

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Multi-Touch Attribution (MTA) Tactical Success Guide
Multi-Touch Attribution (MTA) Tactical Success Guide

A tool for marketers to determine their organization’s data readiness for employing MTA, discussing specific linking strategies, value of Unified IDs, and more. It also includes a workbook, allowing marketers to examine how their own data can be used in MTA.

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Multi-Touch Attribution Provider RFI Template and Scoring Tool
Multi-Touch Attribution Provider RFI Template and Scoring Tool

A toolkit developed to guide marketers through the process of identifying, selecting and applying MTA solutions to drive their business and specifically, to tie marketing to business outcomes.

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Data Sharing for Attribution in the age of MTA, GDPR, and Walled Gardens
Data Sharing for Attribution in the age of MTA, GDPR, and Walled Gardens

Obtaining proper data to execute MTA can be challenging. This report will walk you through the data sharing landscape and share workarounds to help overcome challenges to reach your full potential of your MTA analytics.

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Publisher Data Sharing Grid
Publisher Data Sharing Grid

Interactive grid allowing you to select, compare, and contrast data sharing practices of top publishers, breaking them down channel-by-channel, providing key information at a glance.

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MTA Data Acquisition RFI Template
MTA Data Acquisition RFI Template

Members-only template designed to designed to assist marketers with evaluating and securing high-quality data for attribution efforts. It aims to help get answers to crucial questions regarding data aggregators, internal data sources, MTA providers, and DMPs.

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Events & Debates

Measuring the Business Value of Marketing – In a Way that CFO’s Trust
Measuring the Business Value of Marketing – In a Way that CFO’s Trust

The Great Measurement Debates

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Register for The Great Debates: Marketing Measurement
Register for The Great Debates: Marketing Measurement

The marketing industry has never agreed on a measurement standard.

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View On-Demand: CMO Roundtables on Growth
View On-Demand: CMO Roundtables on Growth

Leading CMOs discuss & debate five key areas which have a direct role in achieving true marketing growth

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Watch Sessions On-Demand: The Great Marketing Growth Debates
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.

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The Great Identifiers Debates
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.

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 NEW
Data
Marketing Growth
Marketing Organization
Shopper Marketing

Retail Media Measurement Made Easy: A Guide

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 launch the

MMA Academy Whitepaper Series: A curated collection of expert contributions designed to foster shared learning, encourage dialogue, and advance industry-wide understanding of emerging opportunities and challenges.

Released: 
February, 2026
File Size: 
4.6 MB
Education Section: 
Guidelines, Research, Trends Reports
Region: 
MEA, South Africa
Keywords: 
retail media, retail, measurement
Report

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 outcomes.
 NEW

The State of Performance

Performance marketing was once defined by speed and automation. Now, it’s a precision-driven growth strategy that ties marketing investment directly to measurable business outcomes. In today’s climate of increased accountability and digital acceleration, it offers a unique strategic advantage — one anchored in data, focused on results, and built to deliver impact under pressure. This report brings into sharp focus a longstanding duality at the heart of modern marketing: the need to balance short-term spending with long-term growth outcomes.
Released: 
January, 2026
File Size: 
7.4 MB
Region: 
Global
Webinar

Measuring the Business Value of Marketing – In a Way that CFO’s Trust

The Great Measurement Debates
MTA, MMM, RCTs … What Is the Truth and What Can You Trust?

MTA, MMM, RCTs … What Is the Truth and What Can You Trust?

Dec 3, 2025 · Global

The marketing measurement toolkit is more complex than ever—MTA, MMM, RCTs—all promising answers yet often delivering conflicting results. This session breaks down the strengths and weaknesses of today’s leading methods, explores whether AI introduces clarity or confusion, and tackles the biggest question of all: do we really believe the numbers? Join us to cut through the noise and learn how to instill confidence in your measurement approach with stakeholders across the business.

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Nancy Smith Marc Vermut Tina Wilson +3
Defending Brand Marketing – Why Is It So Hard?

Defending Brand Marketing – Why Is It So Hard?

Nov 19, 2025 · Global

Brand marketing remains under constant scrutiny—often the first to face cuts when budgets tighten. Why? This session will explore the persistent challenge of defending brand investment inside the boardroom. We’ll unpack what marketers are getting right (and wrong) in how they measure brand impact. Learn how to reframe brand as a long-term value driver, not a discretionary spend, and gain practical strategies to protect and prioritize brand investment.

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David Mogensen Joel Rubinson Ben Skrainka +2
Why Isn’t Marketing on the Balance Sheet (and Why Doesn’t the CFO Trust You)?

Why Isn’t Marketing on the Balance Sheet (and Why Doesn’t the CFO Trust You)?

Jan 14, 2026 · Global

Marketing remains a critical driver of growth—so why isn’t it accounted for like other business assets? In this session, we dive into the obstacles for Marketing in demonstrating impact in a way a CFO can trust. We’ll explore what it takes to link marketing activities to outcomes that matter and how to close the communication gap between Finance and Marketing. Walk away with actionable ideas to elevate Marketing’s financial fluency and secure its place as a measurable, strategic asset.

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Sean Macnew Domenic DiMeglio Scott McDonald, Ph.D. +2
Whitepaper

Proving Brand Marketing Drives Long-Term Growth

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.
Attribution
Marketing Growth

Brand as Performance: Proving Brand Marketing Drives Long-Term Growth

Marketers know brand builds growth—but until now, proof was elusive.

Released: 
October, 2025
File Size: 
2.6 MB
Education Section: 
Guidelines, Research, Trends Reports
Region: 
Global