About
What works,
the evidence version.
A joint platform from the Marketing + Media Alliance and the Marketing Science Institute. Indexes the empirical generalizations that consistently survive replication, structured so CMOs can find them in seconds.
There is no codified body of marketing knowledge.
Marketing has decades of peer-reviewed research on what actually drives sales, brand value, attention, and loyalty. Most of it never reaches the CMOs who need it. The literature stays in journals; the practice stays in playbooks.
Marketing Truths closes that gap. Each entry, called an Empirical Generalization (or EG), distills a single robust finding into a structured, citable, searchable record. Every claim links back to its source.
No vendor data. No proprietary modeling. Just the body of findings that have survived replication, and the questions a senior marketer can actually use them to answer.
The framework
Six value sets.
Ninety capabilities.
Every EG lives under one of six value sets, the same taxonomy MMA uses for its Marketing Capabilities Map. Each value set holds roughly fifteen capabilities; each capability gathers the findings that bear on it.
The partners
MMA × MSI.
MMA
Marketing + Media Alliance
CMO-led trade association uniting the entire marketing ecosystem. 825+ corporate members across 16 countries. Runs the think tanks (MATT, DATT, ALTT, MOSTT) that produce much of the original research feeding this platform.
MSI
Marketing Science Institute
Academic-industry collaboration since 1961. Curates the peer-reviewed empirical findings that have survived replication and translates them into language CMOs can act on.
The mission