MMA Free Webinar Series

The MMA Webinar series is designed to help build modern marketing capabilities for marketers by providing information in clear and concise sessions developed to inform and inspire.

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Decision Series: State of Multi-Touch Attribution

Wednesday, June 14, 2023 - 11:00am to 12:00pm EDT

We will discuss highlights of this year's findings, focusing on how measurement and attribution tools are used today to build trust and accountability in marketing. We will also share the biggest challenges marketers face with their attribution efforts, as well as the journey to measurement maturity, highlighting best practices of leading companies in this space.

Region:

Speakers:

Vassilis Bakopoulos

SVP – Head of Industry Research

MMA

Decision Series: Organizational Links – How to Unlock the Performance of Marketing Organizations

Friday, June 23, 2023 - 11:00am to 12:00pm EDT

Marketing Organization

Marketing Operating Effectiveness—getting the things you need done at the right level of quality, in the timeframes required, and at reasonable cost is a constant challenge that frustrates not only CMOs but all members of the marketing organization and beyond. This presentation will unveil new MOSTT research findings that can help provide marketing leaders with an actionable path to enhanced organization performance.

Region:

Speakers:

Omar Rodríguez Vila, PhD

Associate Professor of Practice in Marketing

Goizueta Business School, Emory University

Shubu Mitra

COO & Co-Founder

MarCaps LLC

Revolution Series: Revolutionizing Advertising (CAP - Consortium for AI Personalization)

Thursday, June 29, 2023 - 11:00am to 12:00pm EDT

Learn how the MMA’s groundbreaking Consortium for AI Personalization (CAP) study is demonstrating ways that AI-optimized creative personalization, using only limited data, can deliver radical gains in advertising efficiency over rules-based dynamic creative optimization. We will explore how we can scale these learnings and next steps in our research as we apply similar techniques with additional data, including identity.

Region:

Speakers:

Rex Briggs

Marketing Evolution Founder and

MMA Subject Matter Expert

Marisa Cranswick

Integrated Media Strategy Lead

Kroger

Christine Merlotti

Assistant Manager, Addressable Media

GM

CAP Partner:

Decision Series: State of Data Maturity

Wednesday, July 12, 2023 - 12:00pm to 1:00pm EDT

Data drives success across much of what brands do to drive their marketing and CX efforts. With advances in AI, and the recent rise of tools that use generative AI, marketers with better data will gain an even greater competitive advantage.

Region:

Speakers:

Vassilis Bakopoulos

SVP – Head of Industry Research

MMA

Janet Balis

Partner, CMO Practice Leader

EY

Great Marketing AI Debates: Growth: How can AI advance marketing’s role in the growth agenda

Wednesday, July 19, 2023 - 11:00am to 12:00pm EDT

Region:

Revolution Series: Revolutionizing Brand Marketing

Wednesday, August 2, 2023 - 11:00am to 12:00pm EDT

The challenge of balancing between brand and performance is probably as old as marketing itself. While many marketers realize that both are essential for a successful marketing strategy, they usually find it challenging to align internally behind a common approach and common understanding of how these two marketing approaches drive growth. We will explore these approaches and highlight specific case studies, including results that show how brand favorables activate at a 6x rate versus non-favorables.

Region:

Speakers:

Vassilis Bakopoulos

SVP – Head of Industry Research

MMA

Revolution Series: Moveable Middles Growth Framework

Wednesday, August 9, 2023 - 11:00am to 12:00pm EDT

In the current economic climate, CMOs are under pressure to define strategic marketing initiatives that are better aligned to deliver exponential business growth. The MMA's Movable Middles Growth Framework is a stock-moving strategy that aligns budgets, channel allocation, and audience targeting directly with ROAS tied to consumers who are more likely to respond to and be impacted by a brand’s advertising. This webinar discusses how targeting a firm's movable middle can outperform a traditional reach plan by more than 50% ROAS.

Region:

Speakers:

Joel Rubinson

MMA MTA Expert & President

Rubinson Partners, Inc.

Decision Series: State of CX Maturity

Wednesday, August 16, 2023 - 11:00am to 12:00pm EDT

CX / Customer Experience

MMA's first-ever Customer Experience benchmark study will not only introduce a quantified framework for CX, but will showcase best practices from CX leaders who have focused on aligning CX to their overall business strategy.

Region:

Speakers:

Matthew Egol

Founder & CEO, JourneySpark Consulting

CX Subject Matter Expert, MMA Global

Great Marketing AI Debates: Profitability: How can AI drive greater ROMI?

Wednesday, August 30, 2023 - 11:00am to 12:00pm EDT

Region:

Measurement: Measuring Incrementality: Single Channel, Cross-Channel

Wednesday, September 6, 2023 - 11:00am to 12:00pm EDT

Region:

Decision Series: State of Marketing Growth

Wednesday, September 13, 2023 - 11:00am to 12:00pm EDT

Marketing Growth

Region:

Speakers:

Vassilis Bakopoulos

SVP – Head of Industry Research

MMA

Marketing Org: Mission: Marketing’s role in growth strategy

Wednesday, September 20, 2023 - 11:00am to 12:00pm EDT

Marketing Organization

This session will highlight how the mission of marketing ties to the firm’s growth agenda. The debate session will focus on how clarity and shared understanding of marketing’s role motivates and guides meaningful action while positively impacting the business.

Region:

Great Marketing AI Debates: Risk: How can brands control for bias & copyright risk?

Wednesday, October 4, 2023 - 11:00am to 12:00pm EDT

Region:

Revolution Series: Revolutionizing Advertising (CAP - Consortium for AI Personalization)

Wednesday, October 11, 2023 - 11:00am to 12:00pm EDT

Learn how the MMA’s groundbreaking Consortium for AI Personalization (CAP) study is demonstrating ways that AI-optimized creative personalization, using only limited data, can deliver radical gains in advertising efficiency over rules-based dynamic creative optimization. We will explore how we can scale these learnings and next steps in our research as we apply similar techniques with additional data, including identity.

Region:

Speakers:

Rex Briggs

Marketing Evolution Founder and

MMA Subject Matter Expert

CAP Partner:

Measurement: Bridging the Finance / Marketing Gap

Wednesday, October 18, 2023 - 11:00am to 12:00pm EDT

Region:

Marketing Org: Footprint: Marketing role clarity

Wednesday, November 1, 2023 - 11:00am to 12:00pm EDT

Marketing Organization

In an environment where marketing includes a growing range of new activities, we will hear how different firms have defined the unique responsibilities of marketing. How does marketing define where they lead vs. support vs. where they are not-involved? What are the benefits to the marketing org and the firm?

Region:

Revolution Series: Moveable Middles Growth Framework

Wednesday, November 8, 2023 - 11:00am to 12:00pm EST

In the current economic climate, CMOs are under pressure to define strategic marketing initiatives that are better aligned to deliver exponential business growth. The MMA's Movable Middles Growth Framework is a stock-moving strategy that aligns budgets, channel allocation, and audience targeting directly with ROAS tied to consumers who are more likely to respond to and be impacted by a brand’s advertising. This webinar discusses how targeting a firm's movable middle can outperform a traditional reach plan by more than 50% ROAS.

Region:

Speakers:

Joel Rubinson

MMA MTA Expert & President

Rubinson Partners, Inc.

Great Marketing AI Debates: Organization: Will AI change the insource/outsource equation?

Wednesday, November 15, 2023 - 11:00am to 12:00pm EST

Region:

Measurement: Build vs. Buy Measurement Capabilities

Wednesday, November 29, 2023 - 11:00am to 12:00pm EST

Region:

Revolution Series: Revolutionizing Brand Marketing

Wednesday, December 6, 2023 - 11:00am to 12:00pm EST

The challenge of balancing between brand and performance is probably as old as marketing itself. While many marketers realize that both are essential for a successful marketing strategy, they usually find it challenging to align internally behind a common approach and common understanding of how these two marketing approaches drive growth. We will explore these approaches and highlight specific case studies, including results that show how brand favorables activate at a 6x rate versus non-favorables.

Region:

Speakers:

Vassilis Bakopoulos

SVP – Head of Industry Research

MMA

Marketing Org: Capabilities: Fit, measurement, how to get it right

Wednesday, December 13, 2023 - 11:00am to 12:00pm EST

Marketing Organization

The session will define marketing capability fit and how it is evaluated in different firms. Further, the panel of CMOs will discuss and debate how they best leverage marketing capability measurements to prioritize specific capabilities. The session will also discuss the payoff from managing marketing capability fit.

Region:

Marketing Org: Challenges: Overcoming organizational friction to find flow

Wednesday, January 10, 2024 - 11:00am to 12:00pm EST

Marketing Organization

The ability to co-ordinate an increasing number of marketing activities led by teams with varied backgrounds is a universal challenge. In this session, we will hear CMOs describe and debate how these challenges should be framed, how to assess their impact and how to initiate action to address them.

Region:

The MMA Webinar series is designed to help build modern marketing capabilities for marketers by providing information in clear and concise sessions developed to inform and inspire.

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