How do we turn customer data into growth while protecting privacy?

Research · 2022 Marketing must have a certain set of competencies and mindsets to generate development in the digital age. However, as complexity increases, marketers must make more tough decisions about… Read the report

Research · 2022

State of the Industry 2022 - Modern Marketing in Vietnam

Genel · Marketing Org & Talent · Media & Retail Media · Personalization and CX

Best Practices · 2022 The report highlights conversations around responsible utilization of consumer data becoming the need of the hour. The report unravels the new age customer’s need for personalisation… Read the report

Best Practices · 2022

Data Protection & Personalisation in a Privacy-First World: A marketer's guide on future-proofing data

Genel

Report · 2022 The MMA Global Indonesia Brand Safety & MarTech report explores various perspectives, insights and best practices on brand safety strategy and marketing technology implementation. In this… Read the report

Report · 2022

MMA Indonesia Brand Safety & MarTech Report 2022

Genel · Brand Building · Marketing Org & Talent · Measurement & Attribution · Media & Retail Media

Best Practices · 2022 The Modern Marketers Guide to Leveraging Data & MarTech is an insight-packed, action-oriented playbook - An initiative by the MMA India AMMP community represented by the MarTech & Data… Read the report

Best Practices · 2022

The Modern Marketers Guide to Leveraging Data & MarTech

Genel

Best Practices · 2022 MMA India, a part of MMA Global, which is the world’s leading not-for-profit marketing trade body, along with GroupM unveiled its Annual Report - Modern Marketing Reckoner 2022: Building… Read the report

Best Practices · 2022

MMR 2022: Building Winning Marketing Organisations

Genel · Media & Retail Media

Best Practices · 2021 Digital Marketing Communications Platform DPIP was established in January 2021 by the cooperation of four associations, namely Turkish Advertisers Association (RVD), Turkish Association of… Read the report

Best Practices · 2021

Report On The Contribution of Advertising to Turkish Economy

Genel · Media & Retail Media · Personalization and CX

Benchmark Studies · 2021 Data is focal to business hence it's key for marketers to understand the evolving data landscape, winning data strategies to drive better business outcomes and customer experiences. MMA has… Read the report

Benchmark Studies · 2021

Leveraging Consumer Data for Marketing 2021

Genel

Best Practices · 2021 A concise reference tool that visualizes all of the data needed, giving brands a clear picture of how datasets can interact and be integrated for successful MTA execution. It is intended to… Read the report

Best Practices · 2021

MMA MTA DataMap

Genel · Measurement & Attribution

Report · 2020

Dr. Leslie Wood - The Great Debate Full Transcript

Genel · Brand Building · Measurement & Attribution

Best Practices · 2020

Dr. Leslie Wood - The Great Debate Slides

Genel · Brand Building · Measurement & Attribution

Perspectives · 2020

Joel Rubinson - The Great Debate Slides

Genel · Brand Building · Measurement & Attribution

Report · 2020

What You Need to Know About Cookie-Based Marketing to Thrive in a Future Without It

Genel · Measurement & Attribution

Report · 2020

Identity Resolution in a Cookieless Future

Genel · Measurement & Attribution

Educational Documents · 2020

Dr. Dominique Hanssens - The Great Debate Full Transcript

Genel · Brand Building · Measurement & Attribution

Perspectives · 2020

Dr. Dominique Hanssens - The Great Debate Slides

Genel · Brand Building · Measurement & Attribution

Perspectives · 2020

Dr. Peter Fader - The Great Debate Full Transcript

Genel · Brand Building · Measurement & Attribution

Perspectives · 2020

Dr. Peter Fader - The Great Debate Slides

Genel · Brand Building · Measurement & Attribution

Perspectives · 2020

MMA MATT Future of MTA Data Identifiers Fireside Chat

Genel · Brand Building · Measurement & Attribution

Benchmark Studies · 2020

Infographic: The State of Data in Marketing

Genel · Brand Building

Definitions · 2019

Future of MTA Data Identifiers - Inaugural Working Group Session

Genel · Measurement & Attribution

Benchmark Studies · 2020 The MMA Measurement Committee in Vietnam, joined by 18 different companies in the Vietnamese Advertising Industry, aims to eliminate confusion and reduce friction in the marketplace, by… Read the report

Benchmark Studies · 2020

[MMA MEASUREMENT COMMITTEE] The Concerns And Unmet Needs Of Advertising Measurement

Genel · Measurement & Attribution

Best Practices · 2019 Data sharing is at the heart of Multi-Touch Attribution, and a necessary factor in its successful deployment. Read the report

Best Practices · 2019

Executive Summary: Data Sharing for Attribution in the Age of MTA, GDPR and Walled Gardens

Genel · Measurement & Attribution

Report · 2018 Cost Per Visit (CPV) is a new metric that marketers – particularly retailers – should pay attention to, as it is an innovative way to use location data that connects media directly to store… Read the report

Report · 2018

A Master Class on Cost Per Visit from GroundTruth and the MMA

Genel · Brand Building · Personalization and CX

Document · 2026 A market-sizing and benchmarking report from the MMA South Africa Retail Media Task Force and the Data + CX Think Tank (DATT), mapping South Africa's retail media market against global… Read the report

Document · 2026

South African Retail Media Landscape: 2026 Ecoscape Report

Middle East & Africa · South Africa · Brand Building · Marketing Org & Talent · Media & Retail Media

Document · 2026 A practitioner's glossary from the MMA South Africa Retail Media Task Force, defining the terms, metrics and formulas driving retail media today, from ad inventory and attribution windows… Read the report

Document · 2026

MMA Retail Media Measurement & Market Definitions Guide (The MMA South Africa Retail Media A–Z)

Middle East & Africa · South Africa · Brand Building · Marketing Org & Talent · Media & Retail Media

Guide · 2026 Half the planet already plays games. Most brands still show up for kickoff and miss the basket three days earlier. The Modern Gaming Marketing Playbook rebuilds gaming strategy around six… Read the report

Guide · 2026

The Modern Gaming Marketing Playbook

Middle East & Africa · Brand Building · Marketing Org & Talent · Personalization and CX

Report · 2026 The State of AI in Marketing 2026 is a joint report by MMA and Decision Lab, surveying 143 marketing professionals across five Southeast Asian markets in early 2026. It finds that while 57%… Read the report

Report · 2026

The State of AI in Marketing - SEA Report 2026

APAC · Vietnam · AI strategy and adoption · Brand Building · Marketing Org & Talent · Measurement & Attribution · Personalization and CX

Guide · 2026 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… Read the report

Guide · 2026

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

Middle East & Africa · Türkiye · Brand Building · Marketing Org & Talent · Personalization and CX

Guide · 2026 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… Read the report

Guide · 2026

Peak Season Playbook

Middle East & Africa · Türkiye · Brand Building · Marketing Org & Talent · Personalization and CX

Report · 2026 Bu rapor, Türkiye’deki kurumların veri olgunluğunu uçtan uca değerlendirerek mevcut durumun gerçekçi bir fotoğrafını çıkarıyor; veri stratejisi, yönetişim, altyapı, analitik/AI… Read the report

Report · 2026

Veri Olgunluğu Raporu 25 | Türkiye

Middle East & Africa · Türkiye · Brand Building · Marketing Org & Talent

Whitepaper · 2026 Advancing Knowledge. Empowering Our Community. Shaping the Future of Marketing. As part of MMA Academy’s ongoing commitment to elevate the marketing and media ecosystem, we are proud to… Read the report

Whitepaper · 2026

Retail Media Measurement Made Easy: A Guide

Middle East & Africa · South Africa · Brand Building · Marketing Org & Talent · Media & Retail Media

Benchmark Studies · 2025 Vietnamʼs facial skincare industry is entering an important transition phase, as growth is no longer driven by intensive treatments or complex routines, but increasingly revolves around the… Read the report

Benchmark Studies · 2025

[MMA X BUZZMETRICS] Vietnam Facial Skincare Report

APAC · Vietnam · Creative effectiveness · Marketing Org & Talent · Media & Retail Media

Benchmark Studies · 2025 This report explores the evolving landscape of Matcha conversations on Vietnamese social media in 2025, where trends, user behaviors, and brand activity reveal both momentum and… Read the report

Benchmark Studies · 2025

[MMA X BUZZMETRICS] Matcha on Social Media_Connecting With Users Through Matcha Enjoyment Trends

APAC · Vietnam · Creative effectiveness · Marketing Org & Talent · Media & Retail Media

Benchmark Studies · 2025 The Knitwear category has firmly established its dominance in Vietnam's cold-weather social media landscape, particularly driven by Northern demographics. However, the market is currently… Read the report

Benchmark Studies · 2025

[MMA X BUZZMETRICS] Fashion Insight In Peak Season - Knitwear Category

APAC · Vietnam · Creative effectiveness · Marketing Org & Talent · Media & Retail Media

Benchmark Studies · 2025 How Vietnam Talks, Thinks, and Adopts A.I. Read the report

Benchmark Studies · 2025

A.I on Vietnam Social Media

APAC · Vietnam · AI strategy and adoption

Guide · 2024 In today’s rapidly evolving marketing landscape, staying ahead requires collaboration and insights from industry leaders. That’s why ShopBack and the Modern Marketing Association (MMA) have… Read the report

Guide · 2024

E-commerce: Strategic Insights into Vietnamese Shopper and Travel Behaviors in 2024

APAC · Vietnam · AI strategy and adoption · Brand Building · Measurement & Attribution

Report · 2024 Welcome to the State of AI in Marketing in Germany report, an in-depth exploration of how artificial intelligence (AI) is reshaping the marketing landscape in one of Europe’s leading… Read the report

Report · 2024

State of AI in Marketing in Germany 2025

Europe · DACH · AI strategy and adoption · Brand Building · Measurement & Attribution

Guide · 2024 The "State of AI in Marketing 2024" report from MMA Global APAC, in collaboration with Punctuate.Inc provides an in-depth analysis of how businesses across the Asia-Pacific (APAC) region… Read the report

Guide · 2024

State of AI in marketing: AI Trends & Actionable Insight

APAC · AI strategy and adoption · Brand Building · Measurement & Attribution

Guide · 2024 Welcome to the "State of AI in Marketing in Vietnam" report, a comprehensive look at how Artificial Intelligence (AI) is transforming marketing in one of Southeast Asia’s most dynamic… Read the report

Guide · 2024

State of AI in Marketing in Vietnam 2024

APAC · Vietnam · AI strategy and adoption · Brand Building · Measurement & Attribution

Educational Documents · 2023 In the past couple of years, Southeast Asia saw accelerated growth and changes in the technology landscape due to the COVID pandemic businesses experienced a boom in e-commerce, digital… Read the report

Educational Documents · 2023

Vietnam Brand Safety Report 2023

APAC · Vietnam · Media & Retail Media

Best Practices · 2023 Consumer experience is changing rapidly and expectations are evolving, with consumers now expecting a personalized experience across every brand and channel. To adapt to this environment… Read the report

Best Practices · 2023

Winning with DATA - The CXO's Handbook

APAC · India · Personalization and CX

Perspectives · 2022 The second edition of the MMA EY Leveraging Consumer Data For Marketing 2022 report is based on a survey in which over 170 CEOs and CMOs across various sectors participated to understand… Read the report

Perspectives · 2022

India: Leveraging Consumer Data for Marketing 2022 - MMA EY Initiative

APAC · India

Best Practices · 2021 The theme of MMA 2021 is “Shape the Future of Modern Marketing” under the today context of technology evolving, consumer being more and more tech-savvy, yet socially conscious. Covid… Read the report

Best Practices · 2021

Vietnam Martech Report

APAC · Vietnam · Media & Retail Media · Personalization and CX

Best Practices · 2021 The Modern Marketing Reckoner Report 2021 was developed to help businesses move forward and gain leverage in the online marketing industry. It will provide valuable insights on the latest… Read the report

Best Practices · 2021

2021 Modern Marketing Reckoner Indonesia

APAC · Indonesia · Creative effectiveness · Measurement & Attribution · Media & Retail Media · Personalization and CX

Benchmark Studies · 2021 The Modern Marketers Guide to MarTech Maturity is an initiative by the MMA India AMMP community represented by the MarTech council. It's the only industry Playbook to showcase MarTech… Read the report

Benchmark Studies · 2021

Modern Marketers E-Guide to MarTech Maturity

APAC · India

Best Practices · 2021 As more businesses continue to invest in MarTech solutions, and the Indonesian marketing landscape continues to evolve, it is crucial for marketers to identify trends and best practices… Read the report

Best Practices · 2021

The MMA Indonesia MarTech Report 2021

APAC · Indonesia · AI strategy and adoption · Media & Retail Media · Personalization and CX

Benchmark Studies · 2021 The Modern Marketers Guide to MarTech Maturity is an initiative by the MMA India AMMP community represented by the MarTech council. It's the only industry Playbook to showcase MarTech… Read the report

Benchmark Studies · 2021

Modern Marketers Guide to MarTech Maturity

APAC · India

Educational Documents · 2020 This whitepaper aims to explain the most important terminology, sources, and insights into which advertisers should be aware to manage successful mobile marketing campaigns. Created by the… Read the report

Educational Documents · 2020

A Basic Guide To Mobile Data

Europe · DACH