Join MSI and Adobe for a special information session launching a new joint research initiative on one of marketing’s most persistent and important questions: How does brand marketing drive financial performance?

Despite decades of research, many firms still struggle to draw clear, causal connections between brand investment, brand equity, and hard financial outcomes like revenue, subscriptions, and gross new orders. At the same time, new data sources, experimentation capabilities, and generative AI tools are creating unprecedented opportunities to rethink how brand equity is measured and linked to business impact.

This MSI–Adobe collaboration invites academic researchers to help build the next generation of causal models and brand metrics, grounded in real-world data, rigorous identification strategies, and close partnership with industry leaders. Selected teams will have the opportunity to work with proprietary Adobe data, experimental platforms, and AI-enabled tools to explore questions like:

• The magnitude and persistence of long-term ROI from brand marketing
• How brand and performance media interact to shape conversion and growth
• New, scalable approaches to measuring brand equity using survey, behavioral, and unstructured data
• The causal impact of brand marketing across segments and market conditions

You’ll learn about the research vision behind the initiative, the kinds of methodological innovation this initiative hopes to see, and how academic teams can engage in meaningful collaboration with Adobe’s marketing and data science leaders.

If you are interested in research that combines theory, rigor, access to rich proprietary data, and the opportunity to influence how brand performance is measured in practice, this session will provide a first look at what is possible.

All interested academic researchers are welcome to attend.

Information on the call for proposals process, see HERE.

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