Agenda

Vas Bakopoulos, MMA’s SVP of Research and Insights, and Janet Balis, EY Partner and CMO Practice Lead, will discuss results from the MMA’s recently completed data maturity survey. Fielded in early 2023, this survey provides insights into how marketers are thinking about data maturity in the current environment and provides and updated reference point for benchmarking your own organization’s data maturity.

Amongst all functions within an organization, Marketing is one that has fundamentally evolved in the last two decades with the proliferation of data, technology and the digital ecosystem. Over this time period, we have witnessed different marketing phases - stemming from the era of the Mad Men, where it was focused on storytelling and creativity; growing into a period of digital confusion, where companies struggled to grasp the difference between digital marketing and marketing in a digital world; to the growth at all cost phase where nothing beyond the CAC mattered.

Successful marketing lies at the convergence of science and storytelling, purpose and profitability, and brand and performance. And there is no better category than to be in the intersection of crypto, DeFi and the world of Web3. This is an industry that needs strong education, valuable inspiration and cultural connection, combined with science and experimentation of growth marketing. This is the 4th Era of Marketing done right.