Marketers have more data than ever, yet many still make decisions based on an incomplete picture of performance. The obsession with clicks, immediate conversions, and short-term ROAS has led to a dangerous habit: valuing only what can be measured instantly. The result is a skewed understanding of what truly drives growth. The Missing 80% Recent […]
You’re Measuring the Wrong Numbers in Performance Marketing Read More »
By now, we’ve all heard the complaint: “My branding campaign didn’t move the needle.” But what if that’s not true — yet? New findings from MMA Global’s Brand as Performance (BaP) research and recent CPG case studies are challenging one of the most sacred assumptions in marketing: that we should measure impact right away. The
It Didn’t Work… Yet: The Case for Delayed Impact in Brand Advertising Read More »
Marketing leaders today face a paradox: despite access to more technology, data, and tools than ever before, many organizations are still falling short in demonstrating clear business value. A core reason for this gap is that capabilities are often developed and deployed without a clear link to the value they are meant to deliver.
Aligning Capabilities with Value: A Blueprint for Modern Marketing Organizations 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 »
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 »
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 »
Chasing instant results is a hard habit to break. Clicks, conversions, and short-term gains are tempting, but they tell only part of the story. That’s where brand equity steps in. It works quietly in the background, shaping preferences and influencing choices long after the ads have stopped running. The Campbell’s study helped make this clear.
The Future of Marketing Belongs to Brands That Play the Long Game Read More »
