For the CEO, the marketing function is no longer just about brand awareness; it’s about tangible, measurable impact on the bottom line. Yet, delivering highly relevant marketing with a focus on personalization at scale has never been more challenging. We live in an era defined by signal loss, as traditional tracking methods become obsolete, heightened […]
Targeting Without Identity — A CEO’s Guide to Scalable Relevance Read More »
For too long, the prevailing wisdom in marketing has been about achieving maximum reach. The bigger the audience, the better the results, or so the thinking went. Yet, in today’s intricate digital landscape, this “more is better” approach often translates to diminishing returns and colossal waste. The savviest CMOs are recognizing that the game has
Outsmart, Not Outspend — The CMO’s New Advantage Read More »
You can turn to Multi-Touch Attribution (MTA) to deliver accountable and measurable results by mapping each of the consumer journey to conversion. However, as you invest in sophisticated measurement tools and navigate the challenges of integrating various models, a hidden threat can silently undermine your efforts: attribution fraud. It can distort your data, skew your
Are You Truly Optimizing Marketing ROI? Assess Your Attribution Fraud Risk Read More »
The MMA Multi-Touch Attribution (MTA) Journey Map is an end-to-end guide on how to launch a successful multi-touch attribution initiative within an organization, which based on feedback gathered through the Marketing Attribution Think Tank (MATT) working groups. The MTA Journey Map spotlights three rollout traps, the “data ditch” of endless data wrangling, the “forever-pilot” loop
Your Multi-Touch Attribution Journey to Success Marketing Starts Now Read More »
Multi-Touch Attribution (MTA) is a key method in the marketing arsenal, clarifying how each customer touchpoint drives a conversion or other desired outcome. The Marketing Attribution Think Tank (MATT), an MMA community of marketing and analytics leaders committed to people-based, accountable measurement, build MTA its first priority, publishing vendor capability reviews, developing the MTA Journey
Empower Your Marketing Confidence through Multi-Touch Attribution Read More »
In today’s India, brands harness AI to magnify their reach—optimizing ad targeting, generating visuals, and shaping narratives. Yet as this technological momentum gathers pace, a subtle but significant question surfaces: who is seen, and who is erased? This moment invites us to rethink not just the tools of media and marketing, but the values embedded
Reframing India’s Digital Storytelling: Inclusive AI in Brands, Media and Marketing Read More »
A bold CX strategy may set the destination, but without the right internal enablers, even the most compelling vision will stall. What separates high-performing organizations from the rest isn’t just what they plan to do — it’s how well they’ve institutionalized the systems, behaviors, and accountability to make CX durable at scale. The final
The Hidden Enablers — Culture, Governance & Metrics That Make CX Stick Read More »
Exceptional customer experience isn’t incidental — it’s intentional.It’s the product of cross-functional alignment, human-centered design, and intelligent use of data. Organizations that consistently outperform on CX aren’t just reacting to customer needs — they’re architecting competitive advantage from the inside out. They treat CX not as a touchpoint, but as a business discipline that drives
Strategy, Design & Data: The Non-Negotiables of Customer-Centric Growth Read More »
Customer Experience (CX) has reached an inflection point. As product differentiation shrinks and consumer expectations escalate, CX is fast becoming the most sustainable lever for competitive advantage. But while many organizations acknowledge its importance, few have elevated it beyond a reactive, siloed support function. At MMA Global, we believe CX must evolve from an operational
The CX Maturity Imperative: Why It’s Time to Evolve from Service to Strategy Read More »
Let’s be honest. Brand building often gets sidelined in budget discussions. For many CFOs, brand feels like a black box: creative but costly, and difficult to measure. It’s treated as an expense, not a driver of growth. But the data in a recent MMA study tells a different story. Brand isn’t just about awareness or
Brand is a Business Asset. It’s Time Finance Sees It That Way Read More »
