MMA / Marketing + Media Alliance - Measurement

Content Type:

Whitepaper

Marketing Arena:

Tools & Playbooks

The State of Performance

MMAGlobal — Fri, 23 Jan 2026 17:20:05 +0000

Sub-Headline:

Bringing into sharp focus a longstanding duality at the heart of modern marketing: the need to balance short-term spending with long-term growth outcomes.

Featured Image:

Link to Alternate URL:

Content Type:

Report

Article Reference:

The State of Performance

Region:

Categories:

Member Submitted:

CTA Label:

Learn More

Run Date:

Friday, January 23, 2026 - 12:30pm EST to Thursday, April 23, 2026 - 12:30pm EDT

Marketing Arena:

Intelligence & Trends

The State of Performance

MMAGlobal — Fri, 23 Jan 2026 17:17:53 +0000

The State of Performance

Released:

January, 2026

File Size:

7.4 MB

For the inaugural The State of Performance Marketing report, the Marketing + Media Alliance (MMA) surveyed more than 380 senior marketers across North America, EMEA, and JAPAC. The findings bring into sharp focus a longstanding duality at the heart of modern marketing: the need to balance short-term spending with long-term growth outcomes. Performance marketing was once defined by speed and automation. Now, it’s a precision-driven growth strategy that ties marketing investment directly to measurable business outcomes. In today’s climate of increased accountability and digital acceleration, it offers a unique strategic advantage — one anchored in data, focused on results, and built to deliver impact under pressure.

Performance marketing often uses most of the marketing budget, absorbing nearly 60% of total spend. But strikingly, few companies are laying the strategic foundation needed to realize its full potential. This paradox reveals a deeper tension in how marketing is managed today. Eight in ten marketers claim to aim for a balanced marketing approach across brand, performance, and customer experience rather than being driven solely by performance. Yet in practice, performance spending continues to grow, as short-term pressures from the C-suite and quarterly reviews lead to reactive budget shifts.

While performance marketing is becoming more sophisticated — driven by data-led targeting, agile activation, and a focus on measurable outcomes — it’s also becoming far more complex. Marketers now deploy an average of four audience-targeting approaches and manage martech stacks consisting of eight different tools to launch and measure a single campaign, adding operational strain to already stretched teams.

Join us on Wednesday, January 28, 2026, from 12:00 - 1:00 PM EST, for a webinar to discuss these findings and the recommendations. Register here.

Document Not Released Yet:

Region:

Categories:

Redirect Immediately:

Marketing Arena:

Intelligence & Trends

Measuring the Business Value of Marketing – In a Way that CFO’s Trust

MMAGlobal — Wed, 29 Oct 2025 11:57:00 +0000

Sub-Headline:

The Great Measurement Debates

Featured Image:

Link to Alternate URL:

Content Type:

Webinar

Article Reference:

MMA’s Great Debates: The Future of Marketing Attribution

Region:

Member Submitted:

CTA Label:

Learn More

Run Date:

Wednesday, October 29, 2025 - 8:00am EDT to Tuesday, January 27, 2026 - 8:00am EST

Marketing Arena:

Events & Debates

MTA, MMM, RCTs … What Is the Truth and What Can You Trust?

MMAGlobal — Mon, 27 Oct 2025 14:18:10 +0000

Wednesday, December 3, 2025 - 12:00pm to 1:00pm EST

Region:

The marketing measurement toolkit is more complex than ever—MTA, MMM, RCTs—all promising answers yet often delivering conflicting results. This session breaks down the strengths and weaknesses of today’s leading methods, explores whether AI introduces clarity or confusion, and tackles the biggest question of all: do we really believe the numbers? Join us to cut through the noise and learn how to instill confidence in your measurement approach with stakeholders across the business.

Speakers:

Nancy Smith

President & CEO

Analytic Partners

Marc Vermut

VP, The Knowledge Lab

TransUnion

Tina Wilson

Chief Administrative Officer

Nielsen

Rex Briggs

Subject Matter Expert

Marketing + Media Alliance

Jeremy Rose

Head of Unified Marketing Management, US

Bayer

Sorin Patilinet

Global Marketing Effectiveness

PepsiCo

Defending Brand Marketing – Why Is It So Hard?

MMAGlobal — Mon, 27 Oct 2025 14:18:08 +0000

Wednesday, November 19, 2025 - 12:00pm to 1:00pm EST

Region:

Brand marketing remains under constant scrutiny—often the first to face cuts when budgets tighten. Why? This session will explore the persistent challenge of defending brand investment inside the boardroom. We’ll unpack what marketers are getting right (and wrong) in how they measure brand impact. Learn how to reframe brand as a long-term value driver, not a discretionary spend, and gain practical strategies to protect and prioritize brand investment.

Speakers:

David Mogensen

VP of Global Marketing

Uber

Joel Rubinson

MMA MTA Expert & President

Rubinson Partners, Inc.

Ben Skrainka

Principal Economist

Amazon

Jim Lecinski

Clinical Professor of Marketing

Northwestern University's Kellogg School of Management

Marci Raible

VP, Integrated Marketing

Campbell Soup Co.

Why Isn’t Marketing on the Balance Sheet (and Why Doesn’t the CFO Trust You)?

MMAGlobal — Mon, 27 Oct 2025 14:18:06 +0000

Wednesday, January 14, 2026 - 12:00pm to 1:00pm EST

Region:

Marketing remains a critical driver of growth—so why isn’t it accounted for like other business assets? In this session, we dive into the obstacles for Marketing in demonstrating impact in a way a CFO can trust. We’ll explore what it takes to link marketing activities to outcomes that matter and how to close the communication gap between Finance and Marketing. Walk away with actionable ideas to elevate Marketing’s financial fluency and secure its place as a measurable, strategic asset.

Speakers:

Sean Macnew

CFO

Vox Media

Domenic DiMeglio

CMO & Chief Data Officer

Paramount Streaming

Scott McDonald, Ph.D.

CEO & President

ARF

Frank Findley

Executive Director

Marketing Accountability Standards Board

Rex Briggs

Subject Matter Expert

Marketing + Media Alliance

Proving Brand Marketing Drives Long-Term Growth

MMAGlobal — Thu, 23 Oct 2025 14:01:27 +0000

Sub-Headline:

Marketers know brand builds growth—but until now, proof was elusive.

Featured Image:

Link to Alternate URL:

Content Type:

Whitepaper

Article Reference:

Brand as Performance: Proving Brand Marketing Drives Long-Term Growth

Region:

Member Submitted:

Summary:

The new Brand as Performance (BaP) whitepaper from MMA Global and TransUnion reveals that traditional measurement methods have undervalued brand’s impact by up to 83%. Backed by studies from Ally, Kroger, and Campbell’s, BaP shows how brand campaigns lift favorability (+24%), drive higher conversions (4–5x), and deliver 1.8–6x greater long-term sales impact compared to short-term tactics. With BaP, CMOs finally have the evidence to defend budgets, optimize strategy, and demonstrate marketing’s full value.

CTA Label:

Learn More

Run Date:

Thursday, October 23, 2025 - 10:00am EDT to Wednesday, January 21, 2026 - 10:00am EST

Marketing Arena:

Brand as Performance White Paper

Intelligence & Trends

Brand as Performance: Proving Brand Marketing Drives Long-Term Growth

MMAGlobal — Wed, 01 Oct 2025 19:26:42 +0000

Released:

October, 2025

File Size:

2.6 MB

Marketers know brand builds growth—but until now, proof was elusive.

Download the whitepaper to learn how brand-first strategies compound growth and drive measurable results for your business.

Education Section:

Guidelines

Research

Trends Reports

Document Not Released Yet:

Region:

Categories:

Redirect Immediately:

Content Type:

Whitepaper

Marketing Arena:

MATT - Marketing Attribution Think Tank

MMAGlobal — Fri, 13 Nov 2020 18:00:06 +0000

Why MATT?

7+ Years of Research

The MATT frameworks and acceleration tools are the result of 7+ years of collaborative research between academics and practitioners

With 125+ Marketing Leaders

The ideas and approaches developed within MATT have been shaped and vetted by 125+ marketing leaders from 18+ industries, representing the leading companies in the world

To Rethink the World of Marketing Attribution and Measurement

MATT is a community of marketing and analytics leaders, committed to measurable impact and accountability by advancing people-based approaches in media measurement and throughout the entire process of planning and buying

Goals

Measurable Impact and Accountability: We aim to replace outdated reach-based models with scientific ROI decision making.
People-Based Approaches: We believe that the future of marketing will be people-based, and therefore the future of marketing measurement must be people-based as well.
Media Measurement: We are committed to help marketers select and apply Multi-Touch Attribution (MTA) with confidence.

Logo:

Background Image:

Features:

Feature:

The State of Performance

Size:

1-1 (Full Size Feature)

Feature:

Proving Brand Marketing Drives Long-Term Growth

Size:

1-1 (Full Size Feature)

Feature:

The State of Video & CTV

Size:

1-1 (Full Size Feature)

Feature:

Movable Middles Audience Optimizer

Size:

1-1 (Full Size Feature)

Feature:

2024 Annual State of Attribution Marketer Benchmark Report

Size:

1-2 (Half Feature)

Feature:

How confident are you that your marketing works?

Size:

1-1 (Full Size Feature)

Feature:

Movable Middles Growth Framework (MMGF) Research Initiative

Size:

1-1 (Full Size Feature)

Feature:

View On-Demand: CMO Roundtables on Growth

Size:

1-1 (Full Size Feature)

Tagline:

Rethinking the world of marketing measurement and attribution

Mission Statement:

MATT is a community of marketing and analytics leaders committed to building confidence in marketing’s ability to (predictively) drive growth, in a way that CFOs trust.

Participants:

Abbott

Ally Bank

AT&T

B&H Photo Video

Brunswick Corporation

Campbell Soup Co.

Carnival Cruise Line

Chime

Diageo

Discover Financial Services

General Motors Corp

H&R Block

Hilton Worldwide

Indeed

Intuit

Kantar

Kellanova

Kenvue

Kroger

McDonalds Corporation

Merck

Molson Coors Beverage Company

MSCI Inc.

Popeyes

Progressive Insurance

reckitt

SoFi Technologies

The Home Depot

Unilever

US Bank

Verizon

Victoria's Secret & Co.

VISA Inc.

Primary Color:

#047C8E

Category:

Think Tanks

MATT

Advisory Board Heading:

MATT Governance & Members

Advisory Board Description:

The real power of MATT comes from the collective brands and minds we bring together for facilitated discussions, futuristic design, and asset creation. This is a truly collaborative approach to solving some of the biggest challenges in marketing attribution. Our participating members are listed below.