Global

POSSIBLE 2024

Global

April 15-17, 2024 / Miami Beach

BRANDNOMIC$: The Solution to CMO/CFO Misalignment on the ROI of Brand

NEW insights from MMA’s Brand as Performance 4-year research series have proven the real long-term economic value of brand marketing, providing a formula for quantifying its impact on financial performance for CMOs and CFOs. That answer now appears to be over 5x revenue versus what we knew previously and indicates that Brand dramatically impacts both the top line and bottom of the funnel. Sourced from MMA's Marketing Attribution Think Tank (MATT)

Video

Organizing for New Growth – How do You Prepare the Organization to Leverage the Potential of GenAI

Based on 20 years of academic research into marketing organization adoption of new and recent surveys with 500+ senior marketers, this session shared frameworks on how to reorient your organization to leverage GenAI for enhanced growth and innovation fully. Explore how to build a roadmap to success. Sourced from MMA's Marketing Organization Structure Think Thank (MOSTT)

Video

AI-Powered Breakthroughs: Real-World Experiments & Insights on Leveraging AI for Personalization

MMA's Consortium for AI Personalization (CAP) research has resulted in real-world trials and unprecedented results in AI-driven personalization for digital marketing. This experiment with Progressive demonstrated an unbelievable +197% increase versus current approaches and tested GenAI developed audio advertising. (Note: eight more CAP studies are coming.) The future is here today. Sourced from MMA's AI Leadership Coalition (ALC).

Video

Marketing's New Affliction – Too Busy to Do Better

Greg shares MMA's vision for elevating the stature and gravitas of marketers and CMOs, challenging the industry not to be too busy to do better amidst increasing change and amazing new opportunities, some of which come uniquely from MMA’s Think Tanks, which are so strong they have the capacity to move marketing valuation.

Video

Opening Remarks

Video

Advisory Board

Page

SMARTIES Global Task Force

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Consumer Engagement

Creative Effectiveness

Data

Marketing Growth

ROI

Aligning Engagement Metrics in Advertising

In the dynamic realm of digital advertising, the Modern Marketing Association (MMA) embarked on a pioneering project with the aim to standardize engagement metrics—a keystone for evaluating campaign effectiveness and ensuring equitable evaluation of awards entries. This comprehensive guide captures the journey of the Engagement Metrics Project from its ambitious beginnings to its pivot – a pragmatic decision made in the face of the industry's complex digital ecosystem particularly with video metrics.

Released:

April, 2024

Education Section:

Benchmark Studies, Creative Effectiveness, Educational Documents, Perspectives

Region:

APAC, Vietnam, Global

Keywords:

metrics, report, vietnam