Amazon Ads, in collaboration with MMA Global India and WPP Media, has launched ‘From Fragmentation to One View’, a playbook designed to help Indian brands build connected and measurable advertising strategies across the consumer journey.
According to the findings, 82% of advertisers aspire to full-funnel marketing, but only 18% say they are very successful at it. Meanwhile, 67% identify the lack of unified cross-channel measurement as their biggest obstacle, while 69% say unified cross-channel attribution is the capability they need most.
The playbook highlights the growing complexity of consumer journeys, with the number of touchpoints required to drive 80% of purchase decisions nearly doubling from 12 in 2018 to 21 in 2024.
Great to collaborate with MMA India and Kantar on this meaningful dialogue. Conversations like these reinforce the importance of trust in driving creativity and marketing effectiveness.
Great meeting everyone - such an enriching conversation with an exemplary group of sharp leaders. Looking forward to staying in touch. And please feel free to reach out for anything.
Really enjoyed the session today. Such a thoughtful and engaging conversation, and lovely to meet everyone. Thank you, Moneka and Mayur, for bringing us all together and making it such an easy, open exchange.
Thanks for all the hospitality.. had a lovely time yesterday...
Thank you, Moneka and Manisha, for bringing us together for such a meaningful conversation. It was a pleasure exchanging perspectives with such a thoughtful and accomplished group of leaders. Really enjoyed being part of the session and look forward to staying in touch and continuing the conversation.
SMARTIES - Great conversations, fresh perspectives, and evolving ideas at SMARTIES.
A valuable exchange on what drives marketing excellence today, where creativity meets effectiveness and impact goes beyond impressions to create meaningful outcomes.
