Agenda | MMA Global


Wednesday, May 18, 2022

11:00am – 11:05am ET

Welcome Remarks

11:05am – 11:40am ET

Session 1

Attribution is Hard: Deep-Dive into Methodology Challenges & Advancements Impacting Attribution

In today’s world, it’s critical to ensure marketing investment delivers outcomes for the brand. However, with changes in the ecosystem, challenges with data management, & organization silos, achieving this goal is harder than ever and marketers are accepting inadequate solutions to make marketing decisions. In this session, we’ll dive into our ‘Attribution is Hard’ whitepaper research with a focused conversation on the methodology challenges impacting attribution, as well as recent advancements helping to overcome these challenges.


VP of Media and Consumer Engagement
Molson Coors
VP, The Knowledge Lab
Media Director

11:40am – 12:05pm ET

Session 2

Invent the New Status Quo with Modern Marketing

In this session Sean Downey from Google will talk about some of the hard truths and changes that brands are facing today when it comes to digital marketing and measurement. Learn how you can evolve in order to bring value to the modern-day consumer by connecting data, innovating with new technology and embracing a culture of experimentation.

President, Americas & Global Partners
In Partnership With:

12:05pm – 12:25pm ET

Session 3

A More Private Future for Marketing Analytics

Most marketers today are well aware that the industry has become increasingly complicated in the face of data deprecation. And with these changes, modern marketing measurement and attribution has had to innovate amid this disruption. But what exactly are cohorts and data clean rooms and how do they play a role in the future of marketing analytics? Join Neustar, a TransUnion company, as we dive into these new methods and demonstrate how attribution is evolving to incorporate these new privacy-preserving technologies. 

Product Marketing
In Partnership With:

12:25PM – 12:40PM ET

Virtual Break

12:40PM – 1:03PM ET

Session 4

MMA Annual State of the Attribution Benchmarking Survey—2022 Preview

For the last six years, MMA Global surveyed marketers to benchmark the latest trends in attribution adoption and use. In this session, MMA’s SVP of Research and Insights, Vas Bakopoulos, will provide a sneak preview of this year's findings, including the latest trends in attribution today. He will also share the biggest challenges marketers face with their attribution efforts, as well as how the journey to adoption is evolving based on consumer data privacy and transparency needs.

SVP – Head of Industry Research

1:03pm – 1:20pm ET

Session 5

A Full-Funnel Approach: Measuring the Entire Customer Journey

Today’s marketers only understand half of their customers’ journey. Even the savviest brands lack a holistic way to evaluate media’s impact on both online and offline KPIs. SVP of Product Oren Teich will share how marketers can connect consumers’ behavior across online and offline touchpoints to inform campaign optimizations and budget allocations. Attendees will learn how to measure complex behaviors like buy-online-pick-up-in-store, quantifying the impact of your media strategies on real world business outcomes.


SVP of Product
In Partnership With:

1:20pm – 1:30pm ET


Brand as Performance (BaP) - Update from MMA

Hear from MMA’s Joel Rubinson as he shares an update about the most important study that MMA is doing this year to answer the biggest unanswered question in marketing: What is the value of brand vs performance in advertising?

MMA MTA Expert & President
Rubinson Partners, Inc.

1:30pm – 1:45pm ET

Virtual Break

1:45pm – 2:15pm ET

Session 6

How Retail Media is Empowering Brands and Cultivating Meaningful Connections with Consumers 

MMA’s first Master Class session, a series of knowledge forums focused on distilling the industry’s most complex challenges into digestible and informative, presents a fireside chat with an industry leading brand as they unpack what happens for advertisers when they combine power of retail media with unparalleled first party data. Provide a top-line on changing customer behavior, outline real results, and discuss the future landscape of a world where brands are meaningfully connected to customers everyday lives.

Vice President, Integrated Media
The Home Depot
DATT Program Director
MMA Global

2:15pm – 2:40pm ET

Session 7

Close Enough? Exploring Non-experimental Approaches to Advertising Measurement

Randomized Controlled Trials (RCTs) are an increasingly popular approach in marketing effectiveness measurement, due to their ability to provide unbiased causal estimates. However, in practice, RCTs can be technically difficult to implement, leading businesses to turn to non-experimental methods to measure ad effects. Join this session to hear from Meta’s Robert Moakler, Quantitative Researcher and Brett Gordon, Professor of Marketing, Kellogg School of Management at Northwestern University, as they discuss the work done to explore non-experiential methods, overall outcomes, and how they compare to a true RCT.​

Quantitative Researcher
Professor of Marketing, Kellogg School of Management
Northwestern University
SVP – Head of Industry Research
In Partnership With:

2:40pm – 2:45pm ET

Closing Remarks

Our Partners


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Cindy Grospitch
VP Global Event Partnerships
MMA Global
M: 860 519 8248
E: [email protected]