AI personalization has moved past the stage of proof-of-concept. The technology works, and the results are consistent. The question now is who will scale it fastest — because in every category, early movers are already pulling ahead. The State of Play Across more than 25 CAP experiments, the average performance lift from AI personalization is […]
The AI Personalization Race: Why Scaling First Matters Read More »
We hear it often: personalization is the future of marketing. For AI, it’s not just important — it’s the foundation of how it creates value. But if personalization is so central to modern marketing, why do so many organizations struggle to deliver it effectively? At a recent CAP panel, one statement set the tone for
If Personalization Is Everything, Why Is It So Hard to Do? 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 »
As marketing leaders, we often focus on new technologies, campaigns, and data strategies to drive growth. Yet, there is a hidden barrier within many marketing organizations that quietly erodes performance, drains talent, and delays results: organizational friction. Addressing this friction systematically is not just an operational concern; it is one of the most powerful levers
Reducing Organizational Friction: The Hidden Lever for Marketing Growth Read More »
Generative AI is dominating discussions in boardrooms and marketing leadership circles, yet many organizations are missing the true opportunity it presents. While it is tempting to deploy GenAI immediately for content generation or workflow automation, this task-oriented mindset often results in fragmented efforts that fail to deliver meaningful business value. To fully leverage GenAI, marketing
From Use Case to Need Case: Unlocking GenAI’s Strategic Potential in Marketing 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 »
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 »
MMA Global Indonesia is proud to unveil its Brand Safety & MarTech (BSMT) 2025 Annual Industry Report during a high-level media gathering held on June 5, 2025, at Emtek Hall, SCTV Tower, Jakarta. The Media Gathering Brand Safety & MarTech 2025 Industry Report Release is drawing marketing thought leaders, media representatives, and key contributors, marks
