In contemporary marketing research, data maturity, defined as the capability of brands and marketers to effectively manage and utilize data, has become essential for achieving greater business impact. MMA Global, with the trailblazers across the marketing and advertising industry, has built Data Think Thank (DATT) to powering marketers with the best understanding of the evolving […]
In an era where marketing organizations are flooded with dashboards, pipelines, and robust platforms, one thing is clear: having more data or tools doesn’t automatically lead to better business outcomes. Despite unprecedented investment in marketing technologies, many organizations remain stuck at the insight-action gap, where data exists in abundance, but real decisions and revenue gains
The Data Maturity Dilemma: Why Growth Demands More Than Just Good Tech Read More »
Let’s be honest. Inclusion looks great on a slide. It sounds inspiring on stage. It trends well on social media. But for many organizations, that’s where it stops. At the surface. We’ve mastered the art of talking about inclusion. The harder part is leading it. Real inclusion isn’t a buzzword. It’s a choice. And for
Leadership, Rewired: Why Inclusion Needs More Than a Hashtag Read More »
In an era where digital advertising is expected to deliver hyper-relevance at every touchpoint, marketers face a daunting question: How do you create rules for millions of possible audience combinations? That’s not a theoretical challenge—it’s the reality brands are facing today. Take a recent campaign from Kroger as an example. The brand built 72 creative
Marketers have long been told they face a trade-off: personalization or privacy. Consumers expect relevance. Regulators demand restraint. And with third-party cookies disappearing and identity resolution becoming harder, many brands are left wondering: Is it still possible to personalize at scale without identity data? At MMA Global, the answer is a clear yes—and it starts
Can You Personalize Without Cookies or Identity Data? Yes. Here’s How. Read More »
You’ve tested AI-powered personalization. The results are promising. Maybe even staggering. But the real question is: How do you scale from a successful pilot to a full portfolio strategy? That’s exactly what the CAP (Consortium for AI Personalization) program from MMA Global was designed to address. It doesn’t just prove the power of AI
How to Scale Creative AI from Pilot to Portfolio Read More »
In today’s complex digital landscape, major brands face a significant challenge: reaching their audience effectively while avoiding the risks of ads appearing near unsafe or inappropriate content (Hybrid). Brand safety is a critical factor in maintaining consumer trust and ensuring the effectiveness of digital campaigns: [1], [2] 35% of consumers hold brands accountable for ads
AI Advertising at Scale: Driving Ad Performance Without Compromising Brand Reputation Read More »
Technology Everywhere, Satisfaction Nowhere In pharma marketing, technological innovation has raced ahead. From multichannel and omnichannel to AI-driven “Next Best Action” engines, omnichannel capability has exploded. We now have the tools to tailor content, optimize journeys, and deliver messages with pinpoint precision. Yet healthcare professional (HCP) satisfaction remains stubbornly low. Despite the promise of digital
When marketers plan campaigns, they often think in time blocks. A 30-second TV spot. A 15-second pre-roll. A 6-second bumper. But new neuroscience research from the Mobile Marketing Association (MMA) reveals that these timeframes may already be outdated. In today’s mobile-first world, advertisers don’t have the luxury of seconds to make an impression. They have
Beyond the Blink and Why the First 400ms of Your Ad Matters More Than You Think Read More »
In mobile advertising, time is no longer a luxury. Your creatives have just a fraction of a second to make an impression. According to research from the Mobile Marketing Association (MMA) and Neurons Inc., the human brain starts processing ads within 400 milliseconds. That is less than the time it takes to blink. Emotional responses
Creative Under Pressure and How to Build Ads That Win in the First Second Read More »
