MMA Global APAC Releases New Marketing Measurement Research

MMA Global APAC has published a series of new studies and reports addressing critical issues in the marketing industry, including brand marketing accountability and performance measurement.

The organization's "The State of Brand Marketing Accountability" and "The State of Performance" reports highlight the increasing pressure on brand marketing to demonstrate return on investment. Budgets have shifted towards performance marketing, while confidence in brand measurement remains low, making it difficult to defend brand investments during budget tightening.

Through its think tanks, such as MMA DATT (Data & CX) and AI Leadership, MMA Global APAC offers evidence-based solutions and strategies for marketing executives. The "Movable Middles Growth Framework® (MMGF®)" research initiative indicates that a new growth strategy can outperform traditional reach-based plans by over 50% in return on ad spend (ROAS).

The "Brand as Performance" initiative investigates how brand lift translates into business outcomes and sustainability. Backed by studies from companies like Ally, Kroger, and Campbell's, BaP suggests traditional measurement methods have undervalued brand impact by up to 83%. The new model indicates that brand campaigns can increase favorability by 24% and drive conversions 4–5 times higher.

These publications aim to provide marketers with tools and insights to navigate the complex marketing landscape, seeking to improve strategic clarity and financial effectiveness.