Attribution | MMA / Marketing + Media Alliance

Attribution

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

Wednesday, December 3, 2025 - 12:00pm to 1:00pm EST

Attribution
The marketing measurement toolkit is more complex than ever—MTA, MMM, RCTs—all promising answers yet often delivering conflicting results. The final 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.
Region: 
Global
Speakers: 
Nancy Smith
President & CEO
Analytic Partners
Marc Vermut
VP, The Knowledge Lab
TransUnion
Tina Wilson
Chief Administrative Officer
Nielsen
Rex Briggs
Chief AI Officer, Claritas
SME, MMA Global

Defending Brand Marketing – Why Is It So Hard?

Wednesday, November 19, 2025 - 12:00pm to 1:00pm EST

Attribution
Brand marketing remains under constant scrutiny—often the first to face cuts when budgets tighten. Why? The second 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.
Region: 
Global
Speakers: 
Jill Pratt
Senior Vice President, Chief Marketing Officer
Campbell’s
David Mogensen
VP of Global Marketing
Uber
Joel Rubinson
MMA MTA Expert & President
Rubinson Partners, Inc.
Ben Skrainka
Principal Economist
Amazon

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

Tuesday, November 11, 2025 - 1:30pm to 2:30pm EST

Attribution
Marketing remains a critical driver of growth—so why isn’t it accounted for like other business assets? In the first 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.
Region: 
Global
Speakers: 
Sean Macnew
CFO
Vox Media
Domenic DiMeglio
CMO & Chief Data Officer
Paramount Streaming
Scott McDonald, Ph.D.
CEO & President
ARF
Frank Findley
Executive Director
Marketing Accountability Standards Board
Rex Briggs
Chief AI Officer, Claritas
SME, MMA Global
 NEW
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

Beyond the Logo: Modern Sports Marketing Measurement for Today's Brand Leaders

Wednesday, February 5, 2025 - 12:30pm to 1:00pm EST

Attribution

Today’s sports sponsorships are far from the original logo slap. Sponsorship is now a highly effective channel for growing brands through authentic consumer engagement and experiences. Simply put, sponsorship can hit consumers’ passion points unlike any other form of marketing and create new connection points for brands.

Region: 
Global
Speakers: 
Kayla Ramiscal
Sr. Director
Nielsen Sports
Sam Heller
Director, US Brands
Nielsen Sports
Webinar Sponsor:
Watch the Webinar:

Hidden Treasures of Measuring Brand: Illuminating how Advertising Affects Long-Term Growth

Wednesday, February 12, 2025 - 12:00pm to 1:00pm EST

Attribution
This webinar will tackle the ongoing debate between brand-building and performance-driven marketing, focusing on the attribution and measurement challenges that marketers face today. Learn how innovative metrics, tools, and data integration techniques can quantify the impact of brand on long-term growth. With practical advice and a roadmap for implementation, this webinar is tailored for analytics, media, and brand professionals looking to improve their measurement frameworks and make smarter allocation decisions.
Region: 
Global
Speakers: 
Joel Rubinson
MMA MTA Expert & President
Rubinson Partners, Inc.
Vassilis Bakopoulos
SVP – Head of Industry Research
Marketing + Media Alliance
Marc Vermut
VP, The Knowledge Lab
TransUnion
Webinar Sponsor:
Watch the Webinar:
AI
Attribution
Data
Marketing Growth
ROI

E-commerce: Strategic Insights into Vietnamese Shopper and Travel Behaviors in 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 joined forces to bring you this groundbreaking report.

Packed with data-driven strategies and real-world applications, this report explores cutting-edge trends and actionable tactics to help you navigate the future of marketing with confidence.

Released: 
June, 2024
File Size: 
8.06MB
Education Section: 
Benchmark Studies, Educational Documents, Trends Reports
Region: 
APAC, Vietnam
Keywords: 
report, vietnam, AI in marketing, AI
AI
Attribution
Data
Marketing Growth
ROI

State of AI in Marketing in Germany 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 economies. In partnership with Kantar, this report analyses current trends, challenges, and opportunities surrounding AI adoption in marketing across Germany.

Released: 
October, 2024
File Size: 
8.06MB
Education Section: 
Benchmark Studies, Guidelines, Research, Trends Reports
Region: 
Europe, DACH
Keywords: 
AI, DACH, Europe, 2024, germany, AI in marketing, report
ROI Genome Flash: Brand Sponsorships

Brand Sponsorships: Vanity Play or Untapped Opportunity?

$9 out of every $10 spent on sponsorships goes unmeasured.

With bigger sports, arts and entertainment activations on the rise, sponsorship investment has become a hot-button issue for decision-makers and the C-suite. But many brands are relying on incomplete, siloed metrics to justify the spend and make investment decisions.

Our latest ROI Genome Flash highlights how brands can effectively measure and optimize sponsorship performance to deliver big rewards. Access it now to learn about:

  • The current sponsorship landscape
  • Key considerations for assessing sponsorship value
  • ROI Genome best practices for executing, activating and optimizing sponsorships

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AI
Attribution
Data
Marketing Growth
ROI

State of AI in marketing: AI Trends & Actionable Insight

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 are embracing and adapting AI in their marketing strategies. Drawing from extensive survey data, this report explores the current state of AI adoption, the challenges faced by companies, and the innovative applications driving success.

Released: 
July, 2024
File Size: 
9.29MB
Education Section: 
Benchmark Studies, Educational Documents, Trends Reports
Region: 
APAC
Keywords: 
AI, AI in marketing, report, apac, 2024

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