Since ChatGPT launched in late 2022, AI has rapidly transformed how people search for information. Increasingly, users rely on AI chatbots and enhanced search features rather than traditional results pages. Google has accelerated this trend with its AI Overview capabilities. One key question now shapes the digital publishing landscape: “How does AI search impact SEO?” […]
How Does AI Search Impact SEO? A Publisher’s Guide Read More »
Growth in marketing has always hinged on a simple question: how wide should you cast the net, and how precise should you be when targeting? While reach fuels awareness and future buyers, targeting delivers efficiency and immediate returns. The reality is that long-term success doesn’t come from picking a side, it comes from finding the
Reach vs. Targeting: Is There a Sweet Spot for Real Growth? Read More »
In financial services, performance marketing often takes the spotlight. Banks spend heavily on acquisition campaigns, optimizing conversion funnels and chasing cost-per-account targets. Brand campaigns, by contrast, are too often dismissed as soft investments that build reputation but not revenue. New findings from the Brand as Performance (BaP) initiative flip that assumption on its head. The
Banking on Brand: How Ally Bank Proved Advertising Compounds Over Time Read More »
The Marketing Measurement & Analytics (MMA) Data Maturity Framework, created through strategic partnership with EY, offers marketers a comprehensive blueprint for transforming data obstacles into competitive advantages. This framework addresses critical areas including regulatory adherence, analytical capabilities, integration systems, strategic optimization, and business value generation. Framework Foundation and Strategic Value The enhanced Data Maturity Framework
Strategic Data Evolution: The MMA’s Enhanced Framework for Marketing Excellence Read More »
Marketing leaders today face an undeniable truth: your ability to harness data effectively determines whether you thrive or merely survive in this competitive landscape. Data excellence isn’t just another buzzword—it’s the cornerstone that separates industry leaders from those struggling to keep pace. MMA Global has joined forces with forward-thinking marketing and advertising professionals to launch
MMA Global introduces the Data Maturity Assessment—an efficient 20-question diagnostic instrument specifically developed for marketing executives seeking to evaluate their company’s data sophistication level. This comprehensive tool rapidly reveals your organization’s positioning across five critical factors compared to industry peers and benchmarked against companies our analysis recognized as sector frontrunners. The Five Data Maturity Classifications:
The Five Stages of Data Excellence: Where Does Your Business Rank? Read More »
The False Choice in Marketing For decades, marketing leaders have been told they must choose: Focus on performance to drive sales now, or Invest in brand to build future equity This split has divided teams, budgets, and strategies. But what if there’s a way to deliver both — and more — with the same audience?
The Triple Win: Sales Today, Penetration Tomorrow, Brand Equity for the Future Read More »
The Illusion of the Top Decile Marketers love lists. And nothing feels better than having a list of your “most likely to buy” customers. They’re the sure bets, the low-hanging fruit. The logic seems airtight: if someone has the highest probability of purchase, your ad dollars will have the biggest impact. Except… that’s not always
The Decile Paradox: Why “Most Likely to Buy” Isn’t Always the Sweet Spot Read More »
To stay competitive and truly unlock the transformative power of data, companies must accelerate their efforts in crafting a clear data vision and aligning it with their business objectives. This means moving beyond siloed experimentation and fragmented data ownership to foster a unified, strategic approach. The Data Leader’s Blueprint: Vision and Alignment Source: https://www.mmaglobal.com/files/documents/2023_mma_data_maturity_webinar_final59.pdf p.16
Organizational Alignment: The Untapped Accelerator for Data Maturity Read More »
Source: https://www.mmaglobal.com/files/documents/2023_mma_data_maturity_webinar_final59.pdf Driving Revenue and Operational Efficiency For Data Leaders, the primary objective in using consumer data is to drive top-line growth (revenue). This is consistently the leading focus, followed closely by efforts to enhance operational efficiency and margins. Unlike other marketers who might focus solely on short-term gains like Return on Ad
High-Impact Use Cases for Data Leaders How Data Invites Values Read More »
