Mission
To help leadership teams strengthen data maturity, improve decision quality, and unlock better customer and business outcomes through more effective use of data, measurement, and insight.
Why it matters
Many organizations have more data than ever, but still struggle to turn it into clarity, coordination, and growth. The leadership challenge is no longer data access alone; it is strategic interpretation and business application.
What the council will focus on
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Data readiness and maturity
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Measurement and decision-making confidence
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Customer understanding and experience design
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Linking data investment to business action
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Practical approaches to governance, integration, and capability development
What success looks like in year 1
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A high-level community of senior leaders aligning on data standards and best practices
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Clear frameworks for linking data investment directly to business growth
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One flagship market playbook addressing data readiness, governance, and ethics in Vietnam
Data & Measurement Maturity Survey
The MMA Vietnam Data & Media Council is conducting an industry-wide survey to understand where Vietnam's marketing ecosystem stands today on data and measurement maturity. Your responses will directly shape the council's 2026 research agenda, including frameworks, playbooks, and case studies designed to help marketers make better decisions with data.