MMA / Marketing + Media Alliance - Measurement

mma_indonesia_data_insights_outlook_q2.pdf

Resource

Members Only

MMA Indonesia Data, Insights & Outlook 2026 - Q2: How Indonesian Consumers Are Shopping, Spending, and Moving in 2026

Beth Chandra Isfandari — Mon, 29 Jun 2026 11:21:12 +0000

Released:

June, 2026

Keywords:

2026

Data, Insights, Outlook 2026 is a quarterly thematic series edition from Marketing + Media Alliance Indonesia that captures the signals shaping marketing & advertising across the year. Each edition draws from Member Insights contributed by MMA Indonesia members and turns those perspectives into a curated view of the forces influencing business, brands, consumers and growth - as highlights.

Built as an industry-led series, each quarterly Data, Insights, Outlook 2026 release focuses on a specific theme and reflects what marketers are seeing on the ground — what is changing, what is gaining urgency and what deserves attention next. By compiling and synthesizing member perspectives, the series edition provides a more collective and actionable view of the industry ecosystem.

The series is designed to help marketing leaders track shifts as they happen, benchmark priorities across the ecosystem and approach the next quarter with stronger context and clearer direction.

Q2 Key Topics:

Social Marketing - Creators, Influencers, & Affiliates
Retail Media & E-Commerce
The Next Trends & Impact

The growth factor this quarter is shaped by three converging shifts: consumer behavior has consolidated around predictable patterns, media performance is increasingly tied to timing and context, and the entertainment and retail landscapes are pulling toward integration. Executives who build their strategy around these realities are working with the market.

Organizational agility is now a revenue variable. The ability to move ahead of calendar moments, restructure audience assumptions, and activate across the full purchase journey is what separates brands that capture demand from those that arrive after it peaks.

The next phase of Indonesia's market belongs to industry leaders who treat convergence as a starting point. Live, retail, digital, and experiential audiences already overlap, the infrastructure built now to serve all of them is the infrastructure that compounds.

Education Section:

Research

Trends Reports

Document Not Released Yet:

Region:

Consumer Engagement

Creative Effectiveness

Customer Lifecycle

CX / Customer Experience

Redirect Immediately:

Tags:

2026

Content Type:

Report

Marketing Arena:

The State of Brand Marketing Accountability

MMAGlobal — Fri, 20 Mar 2026 13:39:27 +0000

Sub-Headline:

What do the marketers who successfully defend brand budgets actually do differently?

Featured Image:

Link to Alternate URL:

Content Type:

Study

Article Reference:

The State of Brand Marketing Accountability

Region:

Member Submitted:

Summary:

Brand marketing faces increasing pressure to demonstrate ROI. Over the past two years, budgets have shifted toward performance—driven by an increased focus on measurable outcomes. This trend is expected to continue. Meanwhile, confidence in brand measurement is low, leaving most marketers unable to defend brand investments when budgets tighten.

CTA Label:

Learn More

Run Date:

Friday, March 20, 2026 - 9:30am EDT to Thursday, August 20, 2026 - 9:30am EDT

Marketing Arena:

Full Report - State of Brand Marketing Accountability

The State of Brand Marketing Accountability

MMAGlobal — Fri, 20 Mar 2026 13:37:08 +0000

Research Brief - State of Brand Marketing Accountability

Released:

March, 2026

File Size:

2.4 MB

Brand marketing has an accountability challenge. Not because it doesn't work, but because too many organizations lack the measurement infrastructure to prove that it does.

This isn't a new tension. But it's getting worse. Over the past two years, budgets have steadily shifted toward performance marketing, not because performance is more effective, but because it's easier to measure. The result: brand investment is being squeezed by a measurement gap, not a strategy gap.

MMA Global and WPromote partnered on this study to answer a straightforward question: what do the marketers who successfully defend brand budgets actually do differently? We surveyed 102 senior marketers across North America and found that roughly half have built what we call "Brand Accountability”, the ability to use measurement to justify and protect brand investment. The other half remain “vulnerable”.

The gap between these two groups isn't about budget size, industry, or company maturity. It comes down to three things: measurement confidence, finance alignment, and the ability to link brand metrics to business results. Brand Accountable marketers aren't just more confident, they're getting more budget, more internal support, and more resilience when cuts come.

This report lays out the data behind that divide and gives you a practical framework for closing it, whether you’re starting from scratch or looking to sharpen what you already have.

Education Section:

Research

Trends Reports

Document Not Released Yet:

Region:

Attribution

MTA

Redirect Immediately:

Content Type:

Study

Marketing Arena:

mma_academy_-_retail_media_measurement_made_easy.pdf

Retail Media Measurement Made Easy: A Guide

Serkan Karaman — Wed, 04 Feb 2026 11:40:51 +0000

Released:

February, 2026

File Size:

4.6 MB

Keywords:

measurement

retail

retail media

Advancing Knowledge.

Empowering Our Community. Shaping the Future of Marketing.

As part of MMA Academy’s ongoing commitment to elevate the marketing and media ecosystem, we are proud to launch the

MMA Academy Whitepaper Series: A curated collection of expert contributions designed to foster shared learning, encourage dialogue, and advance industry-wide understanding of emerging opportunities and challenges.

This series reflects our mission to give back to the community by creating an accessible platform where members can share their expertise, research, and insights for the benefit of the entire industry. Each whitepaper in this series is developed in collaboration with MMA member organizations, offering diverse perspectives that contribute to collective growth. While these papers are authored by our members, they represent educational contributions to the community, not brand endorsements.

Our vision is rooted in:

- Knowledge Sharing: Providing marketers with practical frameworks, strategic guidance, and real-world applications.

- Community Empowerment: Enabling professionals at all levels to access high-quality learning resources.

- Thought Leadership: Amplifying the voices, research, and innovative thinking of our global network.

About this edition

This inaugural edition features insights contributed by Odette Van Wyk (MMA SA Retail Media Taskforce Leader) from Resonate Consulting, focusing on retail media measurement and the path toward more transparent, actionable evaluation frameworks. Their contribution exemplifies the spirit of this series; members sharing expertise to strengthen the entire marketing community.

As MMA Academy, our goal is to support and accelerate this exchange of knowledge so marketers everywhere can benefit from the collective intelligence of our ecosystem.

Education Section:

Guidelines

Research

Trends Reports

Document Not Released Yet:

Region:

Middle East & Africa, South Africa

Data

Marketing Growth

Marketing Organization

Shopper Marketing

Categories:

Retail Media

Redirect Immediately:

Tags:

retail media

retail

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:

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 for the webinar.

Document Not Released Yet:

Region:

Categories:

Redirect Immediately:

Marketing Arena:

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, Marketing Solutions Knowledge Lab

TransUnion

Tina Wilson

Chief Administrative Officer

Nielsen

Rex Briggs

MMA AI Subject Matter Expert and Author, “The AI Conundrum”

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: