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 »
A new study by global advertising technology leader The Trade Desk (Nasdaq: TTD) reveals that 66 percent of Southeast Asian consumers are tuning out repetitive ads shown on a single channel. The findings in the study “The Untapped Opportunity of Omnichannel” underscore the urgent need for advertisers to move away from siloed, multichannel strategies
Ad Fatigue Hits Hard in Southeast Asia: 2 in 3 Consumers Tune Out Repetitive Ads Read More »
A high click-through rate, a steady ROAS, and a clean dashboard can make a campaign look like a success. But these numbers can also hide the truth. They tell you what happened now, not what is still to come. The Brand as Performance (BaP) research shows that when marketers only track short-term results, they can
The Metrics Are Lying and It Is Costing You Growth Read More »
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 »
