Data + CX | MMA / Marketing + Media Alliance

Data + CX

Data is a significant part of the marketing budget and has increased in strategic importance. However, the data ecosystem is in state of rapid change with constantly changing dynamics and increased regulation.

MMA’s Data + CX Think Tank (DATT) empowers marketers with the best understanding of the evolving data landscape, build winning data strategies, and build data-centric organizations to drive better business outcomes and customer experiences.

DATT is a Community dedicated to building exceptional customer experiences, the marketing strategy with the strongest evidence for delivering financial outcomes, supported by touchpoint data mastery, proven by experiments, and powered by AI.
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The key challenges we tackle:

  • Quantifying the value of data to marketing
  • Turning CMOs into CX Officers

Knowledge Center

MMA Data + CX Think Tank

Intelligence & Trends

The State of Marketing Analytics
The State of Marketing Analytics

Marketing measurement has reached an inflection point. After years of investment in analytics tools, platforms, and data infrastructure, the question is no longer whether marketing organizations measure. It’s whether that measurement changes anything.

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State of Data Privacy
State of Data Privacy

In collaboration with AppsFlyer, MMA engaged with 150 senior marketers across various sectors to provide a view of the current state and future trajectory of Data Privacy, and introduces a new comprehensive framework to approach privacy as a source of competitive advantage.

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Data maturity 2023 – Two years later.
Data maturity 2023 – Two years later.

Over the past two years, the data maturity landscape has shown limited progress in certain areas, with a relatively slow pace of change and evolution among leadership, suggesting that organizations need to accelerate their efforts to drive significant advancements in how they approach data.

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Changes Are Coming. Are Marketers Ready?
Changes Are Coming. Are Marketers Ready?

New insights reveal that marketers are struggling to adapt to the shifting identity, privacy and regulatory landscape

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The Tipping Point: Data-Driven Marketing vs Data Complexity
The Tipping Point: Data-Driven Marketing vs Data Complexity

The MMA partnered with EY and surveyed over 100+ senior U.S. marketing leaders across major industries to assess the maturity of consumer data in organizations. Together we endeavored to understand how the tug of war between growth through data-driven decisions playoff against the risk of managing the complexity of marketing-generated data within today's modern organizations.

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Personal Data, Privacy & Smartphones: The Marketer/Consumer Disconnect
Personal Data, Privacy & Smartphones: The Marketer/Consumer Disconnect

In partnership with AppsFlyer, the MMA conducted research with marketers and consumers about the implication of these changes. The insights generated include how marketers and app developers are thinking about, planning for and changing operationally for the new world of privacy and data limitations. Additionally, we analyzed how consumers are thinking about data privacy in light of the Apple iOS 14 update to a full opt in system for data usage, which other companies are likely to follow.

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Tools & Playbooks

CX Maturity Assessment
CX Maturity Assessment

Find out how your organization’s CX capabilities stack up against industry leaders with this brief assessment.

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DATA Maturity Assessment
DATA Maturity Assessment

The MMA has created a Data Maturity Assessment that allows companies to assess their maturity level across over 20 important dimensions at both an industry and sector level.

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Events & Debates

Data Journey: Webinar Series
Data Journey: Webinar Series

Understanding data means understanding your consumer – who they are, where they are and what they want.

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Watch Videos and Download Speaker Presentations from MMA Impact Virtual 2021
Watch Videos and Download Speaker Presentations from MMA Impact Virtual 2021

Learn key lessons from the past year with a focus on the new rules of engagement for succeeding in a post-covid world.

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Watch Videos and Download Speaker Presentations from MMA DATT Unplugged Virtual 2021
Watch Videos and Download Speaker Presentations from MMA DATT Unplugged Virtual 2021

DATT Unplugged Virtual was a one-day event bringing together brand marketers, data and privacy experts and other thought leaders to discuss and define the future of data in marketing.

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Personalização e CX
Dados, identidade e privacidade
Construção de marca
Organização de marketing e talentos

Peak Season Playbook: Strategic Growth Guide in Retail Media (ENG)

Peak Season Playbook is a strategic retail media guide designed for Türkiye's unique calendar of overlapping demand moments, including Valentine's Day, Ramadan, Mother's Day, Back to School, and Legendary November. Each peak season is driven by different consumer motivations, purchase journeys, and measurement realities. Treating them all the same leads to inefficient spending and missed growth opportunities.

Released: 
Fevereiro, 2026
File Size: 
8.06MB
Education Section: 
Benchmark Studies, Guidelines, Research, Trends Reports
Region: 
Oriente Médio e África, Turquia
Keywords: 
MMA MEA, Türkiye, playbook, 2026, retail media
Personalização e CX
Dados, identidade e privacidade
Construção de marca
Organização de marketing e talentos

Peak Season Playbook

Peak Season Playbook is a strategic retail media guide built for Türkiye's overlapping peak periods: Valentine's Day, Ramadan, Mother's Day, Back-to-City, and Legendary November. Each period carries distinct consumer behavior, a distinct funnel, and a distinct measurement reality. A one-size-fits-all approach burns budget fast.

Released: 
Fevereiro, 2026
File Size: 
8.06MB
Education Section: 
Benchmark Studies, Guidelines, Research, Trends Reports
Region: 
Oriente Médio e África, Turquia
Keywords: 
MMA MEA, Türkiye, playbook, 2026, retail media
Dados, identidade e privacidade
Construção de marca

How Marketers Make Decisions: The State of Marketing Analytics

Marketing measurement has reached an inflection point. After years of investment in analytics tools, platforms, and data infrastructure, the question is no longer whether marketing organizations measure. It’s whether that measurement changes anything.
Released: 
Abril, 2026
File Size: 
2.94 MB
Education Section: 
Guidelines, Perspectives, Trends Reports
Region: 
Global
Dados, identidade e privacidade

State of Data Privacy - Three Schools of Privacy and the Rise of PETs in the Age of AI

In collaboration with AppsFlyer, MMA Global embarked on a thorough benchmarking study to explore the complex landscape of Data Privacy. Engaging 150 senior marketers across various sectors, the study provides a view of the current state and future trajectory of Data Privacy and introduces a new comprehensive framework to approach privacy as a source of competitive advantage.
Released: 
Janeiro, 2024
Education Section: 
Benchmark Studies, Research, Trends Reports
Region: 
Global
Estratégia e adoção de IA

Data Maturity 2.0 - 2023 vs. 2021

We are thrilled to present our second report in collaboration with EY on the state of data maturity in business, unveiling key insights from over 100 companies.

Released: 
Outubro, 2023
Education Section: 
Benchmark Studies, Research, Trends Reports
Region: 
Global

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