The Great Measurement Debates | MMA / Marketing + Media Alliance

The Great Measurement Debates

With all the data and measurement tools available to marketers, why is it still so difficult to defend our numbers and our budgets? MMA 2025 Future of Marketing Attribution Great Debate Series brings together marketing and finance leaders with industry thought leaders to tackle one of marketing’s toughest challenges: showing marketing’s true value in business terms that CFOs trust.
Measuring the Business Value of Marketing – In a Way that CFO’s Trust

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

Across three sessions, we’ll explore:

  • Why CMOs and CFOs seem to be speaking different languages and what to do about it
  • How to defend brand marketing when budgets are on the line
  • What to trust (and what not to) in today’s complex measurement ecosystem

Moderated by:

Dr. Koen Pauwels
Distinguished Professor of Marketing and co-director of its Digital, Analytics, Technology and Automation (DATA) Initiative
Northeastern University, Boston

Register for the Series Today