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Future Labs

Knowledge Center

Validation Experiments

Movable Middles Growth Framework (MMGF) Research Initiative

Research revealing a new marketing growth strategy, outperforming traditional reach-based marketing plans by more than 50% on return on ad spend (ROAS

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Brand as Performance Research Initiative

Does brand lift translate into business outcomes and how sustainable is it?

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Intelligence & Trends

Proving Brand Marketing Drives Long-Term Growth

The new Brand as Performance (BaP) whitepaper from MMA Global and TransUnion reveals that traditional measurement methods have undervalued brand’s impact by up to 83%. Backed by studies from Ally, Kroger, and Campbell’s, BaP shows how brand campaigns lift favorability (+24%), drive higher conversions (4–5x), and deliver 1.8–6x greater long-term sales impact compared to short-term tactics. With BaP, CMOs finally have the evidence to defend budgets, optimize strategy, and demonstrate marketing’s full value.

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The State of Video & CTV

An overwhelming majority of marketers plan to increase their investment in the year ahead, seeing it as the most essential tactic for reaching audiences and driving business outcomes across the entire funnel.

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The State of Creative Process in Marketing

A guide for marketers looking to refine their approaches and drive increased value with their creative efforts.

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2024 Annual State of Attribution Marketer Benchmark Report

Our annual study shows that marketers in 2024 are more optimistic, but prioritize measurable outcomes over expanding media budgets and reach.

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Tools & Playbooks

Movable Middles Audience Optimizer

A 3-week assessment to predict the Movable Middle ROAS upside and optimal audience allocation for your brand.

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How confident are you that your marketing works?

Assess your Channel Measurement Score - measure the incremental impact of each marketing tactic.

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Multi-Touch Attribution (MTA) Journey Map

Step-by-step guide to launch a successful MTA initiative, from inception through full deployment. Determine at what stage your organization is currently within the journey to access specific acceleration tools most relevant to you.

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Multi-Touch Attribution (MTA) DataMap

A concise reference tool that visualizes all the data needed, giving brands a clear picture of how datasets can interact and be integrated for successful MTA execution.

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Events & Debates

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

The Great Measurement Debates

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Register for The Great Debates: Marketing Measurement

The marketing industry has never agreed on a measurement standard.

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View On-Demand: CMO Roundtables on Growth

Leading CMOs discuss & debate five key areas which have a direct role in achieving true marketing growth

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Watch Sessions On-Demand: The Great Marketing Growth Debates

Marketers may be familiar with at least one marketing growth framework, but few are familiar with them all. Through this series, the authors of leading growth frameworks presented their research and answered questions to help marketers make educated decisions on the optimal approach to drive growth for their business.

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Knowledge Center

Intelligence & Trends

Navigating the GenAI Landscape

Generative AI (GenAI) may offer a transformative potential for marketing, but realizing this requires a strategic, organization-wide approach. We introduce a strategic framework, the "Need-Case Map," to guide marketers in prioritizing investments, aligning initiatives with business objectives, and maximizing impact.

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Modern Marketing Value Proposition and Capabilities Map

A detailed framework of six values and 90 capabilities for success

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How Marketing Organizations are Changing

A collection of resources on how marketing organizations are changing.

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Latest Tools and Technology for Marketing Orgs

A collection of resources of the latest tools and technology for marketing organizations.

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Tools & Playbooks

Marketing Capabilities Benchmark (MCB)

For Individual marketers to quickly assess their organization

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MarCaps Readiness Assessment (MRA)

The MarCaps Readiness Assessment is a comprehensive and objective capability strength evaluation tool that goes beyond common maturity models. Capability importance varies by industry, customer segment, and brand.

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Events & Debates

Organizational Links – Is it your marketing organization that is slowing your growth?

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Marketing’s Mission and its Role in Growth Strategy

How does the mission of marketing tie to the firm’s growth agenda?

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Join us for The Great Debate: Marketing Organization

Strategize, Manage Responsibilities, Build Capabilities, Tackle Organizational Challenges

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Knowledge Center

Intelligence & Trends

State of Data Privacy

In collaboration with AppsFlyer, MMA Global engaged with 150 senior marketers across various sectors to provide a view of the current state and future trajectory of Data Privacy, and introduces a new comprehensive framework to approach privacy as a source of competitive advantage.

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Data maturity 2023 – Two years later.

Over the past two years, the data maturity landscape has shown limited progress in certain areas, with a relatively slow pace of change and evolution among leadership, suggesting that organizations need to accelerate their efforts to drive significant advancements in how they approach data.

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Changes Are Coming. Are Marketers Ready?

New insights reveal that marketers are struggling to adapt to the shifting identity, privacy and regulatory landscape

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The Tipping Point: Data-Driven Marketing vs Data Complexity

The MMA partnered with EY and surveyed over 100+ senior U.S. marketing leaders across major industries to assess the maturity of consumer data in organizations. Together we endeavored to understand how the tug of war between growth through data-driven decisions playoff against the risk of managing the complexity of marketing-generated data within today's modern organizations.

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Tools & Playbooks

CX Maturity Assessment

Find out how your organization’s CX capabilities stack up against industry leaders with this brief assessment.

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DATA Maturity Assessment

The MMA has created a Data Maturity Assessment that allows companies to assess their maturity level across over 20 important dimensions at both an industry and sector level.

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Events & Debates

Data Journey: Webinar Series

Understanding data means understanding your consumer – who they are, where they are and what they want.

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Watch Videos and Download Speaker Presentations from MMA Impact Virtual 2021

Learn key lessons from the past year with a focus on the new rules of engagement for succeeding in a post-covid world.

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Watch Videos and Download Speaker Presentations from MMA DATT Unplugged Virtual 2021

DATT Unplugged Virtual was a one-day event bringing together brand marketers, data and privacy experts and other thought leaders to discuss and define the future of data in marketing.

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Future Labs

Knowledge Center

Validation Experiments

Agentic AI Advertising (A³)

The Agentic AI Advertising (A³) Lab is a collaboration between MMA's AI Leadership Think Tank and Monks to assess the creative and commercial impact of video advertisements fully produced by agentic AI. As the advertising industry evolves from generative to agentic AI, this initiative provides insights into practical capabilities, true impact on effectiveness, and the evolution of workflows, tools, and processes. A³ represents shared learning to future-proof the marketing industry.

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AI Creative Effectiveness (ACE)

AI Creative Effectiveness (ACE) uses artificial intelligence to analyze creative performance patterns and provide pre-launch scoring and recommendations. By learning from your past campaigns, ACE extracts brand-specific success drivers and applies them to new assets—checking brand/platform compliance, predicting performance, and suggesting edits before you go live. This pre-optimization approach helps teams prioritize high-potential assets and fix issues early, reducing costly revisions and improving campaign outcomes.

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Semantic & Intent Fusion Targeting (SIFT)

Semantic & Intent Fusion Targeting (SIFT) represents the next generation of contextual advertising. Instead of relying solely on keywords or legacy segments, SIFT uses pre-computed LLM-derived embeddings to understand page content and user intent at programmatic speed. By querying billions of URLs and anonymized behavioral signals through fast vector similarity search, SIFT adds high-propensity semantic signals to standard RTB inputs—without the latency of in-auction LLM inference.

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AI Uncovering Responsive Audiences (AURA)

AI Uncovering Responsive Audiences (AURA) is a breakthrough AI-first audience discovery and optimization program. Using advanced pattern recognition across behavioral, demographic, and transactional data, AURA continuously identifies and upweights high-response micro-segments that traditional targeting methods miss. Early pilots demonstrate an average 22% lift with no creative changes and minimal workflow impact—just split your audience lines and let AI optimize weekly.

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Intelligence & Trends

Marketing AI Implementation Checklist

A comprehensive guide for responsibly integrating AI into marketing strategies, covering 13 key areas from leadership vision to continuous improvement

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Generative AI Governance Framework for Marketing

A marketing framework for harnessing the power of generative AI, while safeguarding consumers and ensuring legal compliance.

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Marketing AI Risk Evaluation Framework

Addressing key risk categories, including privacy, accuracy, ethical, and compliance risks, providing marketers with tools to navigate the complex lan

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Is it Real AI?

A guide by MMA's AI Leadership Coalition to help Marketers identify genuine AI solutions

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Events & Debates

Navigating AI Regulation: Marketing in a New Era

AI and privacy laws are evolving fast, creating both hurdles and openings for marketers. In this webinar, Alec Foster breaks down key changes—like the EU’s AI Act and U.S. legal shifts—into clear, actionable insights for marketing teams.

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AI Agents in Marketing: Navigating Hype, Risk, and Opportunity

As AI agents shift from copilots to autonomous teams, join MMA Global’s Responsible AI Innovation Lab for a strategic look at this change. Despite big promises, under 1% of enterprises use AI agents effectively. This webinar offers clear, practical advice for responsible adoption.

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Ethical AI Marketing: A Toolkit for Responsible Innovation

AI is reshaping marketing, but using it responsibly is key to protecting your brand and earning customer trust. This webinar from MMA Global’s new Responsible AI Innovation Lab offers practical strategies for ethical, effective AI use.

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