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.
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.
Ever-evolving consumer demands are forcing sellers to fundamentally rethink how they go to market — from the customers, they target to the channels they sell-through.
What it comes down to is: Do we have a product people love and want to talk about? If you have that, you have an opportunity to build into the growth of everything else. We’re all at the starting point in this new world.”
The great news is this is a move away from short-term-ism and a move back to how brands really grow. We need to do a lot less chasing of consumers around the internet and a lot more attracting.”
We are all talking about different aspects of customer long-term value, whether investing in experiences, point of purchase, or across different life changes. Our role as marketers is to make sure that every experience delivers value to the customer so that when they are in the market, your brand is top of mind.”
Despite Identity Concerns, MMA Global Research Finds Nearly 50 Percent of Marketers Believe Multi-Touch Attribution is Still the Future of Marketing Measurement. Data regulations and lack of executive buy-in remain hurdles for the adoption of MTA.
