Outcome-Based Marketing 2.0 (OBM2): How to Achieve Profitable Growth by Targeting Consumers in the Movable Middle | MMA Global

Outcome-Based Marketing 2.0 (OBM2): How to Achieve Profitable Growth by Targeting Consumers in the Movable Middle

Tuesday, March 9, 2021 - 11:00am to 11:45am EST

Watch the Webinar:

The MMA, in collaboration with Neustar, have released a brand new marketing growth strategy dubbed Outcome-Based Marketing 2.0 (OBM2). This framework outperformed traditional reach-based marketing plans by more than 50% on return on ad spend (ROAS). OBM2 represents a major step forward in validating how marketing organizations can achieve profitable growth through responsive audiences for their respective brands in today’s rapidly changing marketing world.

Join us on March 9th for a deep-dive on the new OBM2 framework to learn details on the following key learnings and how to apply to your business:

  1. An Outcome-Based Marketing 2.0 plan optimized to target the movable middles outperforms a traditional reach plan by more than 50% on ROAS
  2. Targeting the movable middles helps marketers increase marketing outcomes across the board versus traditional reach-based approaches, including attracting more non-buyers, increasing total consumer reach, and increasing buyer-penetration across light, medium, and heavy buying groups
  3. Movable middles can be predicted with 99% accuracy for each brand, regardless of industry vertical.

The session will feature Joel Rubinson, the former Chief Research Officer for the Advertising Research Foundation, Vassilis Bakopoulos, Head of Industry Research for the MMA, Marc Vermut, VP of Market Strategy at Neustar, and Neil Morley, VP of Data Science at Neustar.

Speakers: 
MMA MTA Expert & President
Rubinson Partners, Inc.
VP, The Knowledge Lab
Neustar
SVP – Head of Industry Research
MMA
VP of Data Science
Neustar
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