Marketing leaders today face an undeniable truth: your ability to harness data effectively determines whether you thrive or merely survive in this competitive landscape. Data excellence isn’t just another buzzword—it’s the cornerstone that separates industry leaders from those struggling to keep pace.
MMA Global has joined forces with forward-thinking marketing and advertising professionals to launch the Data Think Tank (DATT), a powerful initiative designed to arm marketers with deep knowledge of our rapidly shifting data environment. This isn’t about incremental improvements; it’s about building organizations that live and breathe data to deliver exceptional business outcomes and customer experiences that truly matter.
Working closely with EY, MMA surveyed marketing leaders throughout 2023, taking a hard look at where companies actually stand with their data capabilities and pushing the boundaries toward what we’re calling Data Excellence 2.0.
Discover the Data Excellence 2.0 Evaluation Platform: https://www.mmaglobal.com/data-maturity-assessment
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Here’s what caught our attention: 55% of companies surveyed have moved beyond lip service—they’re genuinely committed to protecting customer data and privacy, with dedicated roles ensuring accountability. But what does this mean for your organization’s path forward?
5 Strategic Priorities for Organizations Advancing Through Data Evolution
Expedite Strategic Data Planning Most companies are moving too slowly when it comes to data transformation. The reality? Your competitors aren’t waiting, and neither should you. Smart organizations are doubling down on crafting crystal-clear data visions that directly support their business ambitions. This means embracing decisions based on evidence, not gut feelings, and building strategies that fuel long-term growth rather than quick wins.
Resolve Information Accessibility Obstacles Data locked away in silos might as well not exist. Too many organizations struggle with basic data access, leaving valuable insights trapped and unusable. The solution involves aggressive investment in breaking down these barriers and building robust first-party data capabilities. When your teams can actually access and use your data, everything changes.
Emphasize Data Unification Fragmented data systems are killing productivity and insight generation across organizations. Without proper integration, you’re essentially operating blind in crucial areas of your business. Success requires comprehensive strategies that connect disparate data sources, eliminate information silos, and create unified views of customers and operations that drive real business impact.
Strengthen Analytical Competencies Having data is one thing; extracting meaningful insights is another challenge entirely. Organizations increasingly recognize they need more than basic reporting—they need advanced analytical capabilities, skilled talent, and the right technology stack. Investing in these areas transforms data from a cost center into a competitive advantage that drives smarter decisions.
Cultivate Data Stewardship and Protection Culture Trust forms the foundation of every successful data strategy. Organizations must go beyond compliance checkboxes and build comprehensive governance frameworks that actually work. This means establishing clear accountability, maintaining transparency in data practices, and implementing security measures that protect both your organization and your customers’ most sensitive information.
