I found the MMA-EY study on how marketers use consumer data, measure ROI and build capabilities very timely and insightful. This resonates very well with our own insights. India is at the cusp of a digital and data revolution and how marketers segue into this rapidly and responsibly will determine the successes of many business objectives.
Tuesday, September 28, 2021 - 11:00am to 11:45am EDT
From pandemic-caused chip shortages to the deprecation of ad tracking identifiers, there are no shortages of headwinds facing automotive marketers. But with such a heritage of innovation, how can the automotive industry continue to embrace new, agile digital advertising opportunities? Join IBM Watson Advertising's Mike Reed and Ali Gwin to learn how you can accelerate your digital creative with the power of AI technology.
Thank you for having me on the panel for the unveiling of the MMA EY Report on how marketers use consumer data, measure ROI, ensure governance and build data capabilities. The conversations with fellow panellists was extremely engaging and it was a great opportunity for me as a marketer in CPG to get a perspective of other industries. It was also heartening to note that even those who are ahead of the curve on data have similar challenges as us who have recently embarked on this journey.
App usage habits and trends saw a drastic change during 2020 as people all around the world turned towards mobile for entertainment, daily tasks and necessity during lockdowns. Within the APAC region, it wasn’t just the number of sessions and installs that increased drastically - the time users spent in-app, the number of sessions they had per day, and the length of the average session also grew.
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 collaborated with EY in a study which has inputs from over 150 marketers across India, to create an industry-first valuable go-to resource to reveal how marketers use consumer data, measure ROI, ensure governance and build data capabilities.
