Advancing Marketing Measurement through AI Integrated Modeling AIMM 2.0 for Organizational Performance and Economic Resilience

Conceptual PaperMarketing has long been recognized as both an art and a science—an engine for connecting firms with consumers and shaping competitive advantage. Yet its measurement practices have remained overly dependent on financial outputs such as Return on Investment (ROI), which emphasize short-term revenue at the expense of strategic and societal value creation. In an age defined by artificial intelligence, digital acceleration, and economic volatility, such backward-looking metrics no longer capture the multifaceted role of marketing in business and society.This paper introduces the AI-Integrated Marketing Measurement Model (AIMM 2.0), an adaptive, AI-driven framework that redefines how marketing effectiveness is measured and managed. AIMM 2.0 unites three foundational analytical approaches—Marketing Mix Modeling (MMM), Multi-Touch Attribution (MTA), and Incrementality Testing—into a continuous, intelligent learning system. Anchored in the Four “I” Model—Intelligence, Interpretability, Integration, and Impact—AIMM 2.0 positions marketing measurement as a strategic capability that evolves with data, technology, and managerial insight.By bridging creative strategy with computational analytics, AIMM 2.0 transforms marketing from the art of persuasion into the science of sustainable growth. It empowers organizations to quantify marketing’s contribution beyond short-term sales, linking analytical insights to business performance, innovation diffusion, and ultimately, national economic resilience. This model marks the next evolution of marketing as a strategic driver of growth—one that connects firm-level intelligence to macroeconomic empowerment and global competitiveness.