MMA (Marketing Measurement & Analytics) teamed up with EY to create something marketers actually need—a practical framework that turns your data headaches into real competitive wins. We’re talking about the stuff that matters: staying compliant, getting your analytics right, connecting your systems, optimizing what works, and actually driving business results.
Why This Framework Matters
Here’s what this enhanced Data Maturity Framework helps you do:
Navigate the constantly shifting data landscape without losing your mind. Measure what matters across privacy-focused advertising and all your marketing channels. Spot exactly where you’re falling short and where you can level up.
Getting Governance Right
Leadership That Actually Leads
Everyone’s excited about activating data, but let’s be real—governance is where it starts. Solid governance keeps you compliant, ensures you’re using data responsibly, manages your risks, and protects both your customers’ privacy and your brand’s reputation.
Talking to Customers About Their Data
Most companies still aren’t great at explaining how they use customer data. You need to show people what you’re doing with their information, make consent simple, and give them real control. That’s how you build trust that lasts.
Staying Compliant
The good news? Many marketers are getting pretty sophisticated at handling regulations. Keeping compliance front and center means fewer risks and a stronger brand.
Taking Security Seriously
Marketing teams are finally waking up to cybersecurity. There’s growing recognition that protecting sensitive data isn’t optional—it’s essential.
Making Data Work for You
The Access Problem
Getting to your data and actually using it? Still a huge pain point for most teams. You need solid data infrastructure to make better decisions and execute effectively.
Going All-In on First-Party Data
Smart organizations are investing heavily in collecting their own data. They get it—owning direct customer relationships and insights is everything.
Understanding Your Customers
Leading companies are pouring resources into analyzing customer profiles. The payoff? Better understanding of behavior patterns and marketing that actually resonates.
Pulling from Multiple Sources
Marketing teams are tapping into everything—e-commerce platforms, email systems, loyalty programs—to build complete pictures of what customers want and how they buy.
Bringing in Outside Help
Companies regularly work with third-party experts and tech partners to beef up their data quality and depth, enabling smarter analysis and planning.
Connecting the Dots
Integration Headaches
Lots of companies struggle to bring all their data together. You need integrated systems to break down silos and get the full business picture.
Identity and Platform Investment
Most organizations aren’t spending enough on identity resolution and Customer Data Platforms. Meanwhile, the leaders are crushing it in these areas. Time to catch up.
Cookie Apocalypse Readiness
Here’s the uncomfortable truth: most marketers aren’t ready for life after cookies. The clock’s ticking on adopting new tracking solutions.
Unified View, Better Decisions
When you bring all your data together, you finally see the complete story—every customer touchpoint, how you’re performing, what’s working. That’s what drives smart strategy and better experiences.
Optimizing Your Strategy
What Success Looks Like
Revenue growth, market position, and brand strength—these are still the metrics that matter most. But the winners balance short-term wins with long-term sustainability.
Budget Planning
Annual and quarterly cycles still dominate, but there’s room for marketers to get more agile and responsive with how they allocate resources based on data.
Investing in Analytics
Data analytics is increasingly driving decisions, but marketers need more resources and expertise to really maximize what’s possible.
Attribution Challenges
Multi-touch attribution and testing are widely used, but consistency and accuracy remain issues. We need standardized approaches that actually deliver reliable insights.
Playing the Long Game
Top organizations balance quick efficiency gains with long-term brand building and ROI, setting themselves up for sustained growth.
Driving Real Business Value
Strategy Alignment
Most companies are still working on their data strategy vision. Very few have fully aligned their data strategy with overall business goals. That integration needs to happen.
Leadership Evolution
Executives get that data matters, but organizational change moves slowly. Real data sophistication requires bold leadership and willingness to adapt.
Shared Responsibility
Data strategy often falls to multiple C-level leaders, which brings diverse perspectives and better alignment across the organization.
Results-Focused Data Use
Marketers are using customer data primarily to drive revenue and improve efficiency—proof that data-driven approaches deliver tangible benefits.
Where Data Pays Off Most
Customer segmentation, performance measurement, and campaign optimization show the biggest returns. But cross-channel data utilization? That’s where most organizations are leaving money on the table.
The bottom line: MMA’s Data Maturity Framework gives marketing teams a clear path to tackle challenges, boost performance, and build truly innovative marketing operations.
