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  For decades, marketers built careers around mastering execution. Their ability to craft campaigns, manage channels, and produce content at scale created competitive advantage.  Today, that advantage is evaporating because execution is becoming abundant. One of the most consequential discussions centred on a reality many organisations have yet to fully absorb: AI is changing what creates […]

  Marketing has spent decades fighting for a seat at the table. It may have been fighting the wrong battle. The real challenge is not whether marketing belongs in the boardroom. It is whether marketing is speaking the language of enterprise value once it gets there. At MMA Impact India 2026, one message came through

E-commerce intelligence firm YouNet ECI has officially released the Vietnam E-commerce Landscape & Consumption Insights Report 2025. The report highlights a paradox: while online spending continues to grow strongly, the era of “easy growth” has ended, forcing brands into a period of rigorous market filtration.  The report updates multi-industry e-commerce revenue figures continuously collected and processed by YouNet ECI

Over the past decade, Southeast Asia (SEA) has witnessed an unprecedented expansion of human-led influence. What began as fragmented experiments with KOLs, KOCs, and community voices has matured into the primary driver of purchase decisions across the region.  However, despite this dominance, the industry remains at a crossroads. The industry still lacks: a system-level definition of how trust operates, a

The MMA Multi-Touch Attribution (MTA) Journey Map is an end-to-end guide on how to launch a successful multi-touch attribution initiative within an organization, which based on feedback gathered through the Marketing Attribution Think Tank (MATT) working groups.   The MTA Journey Map spotlights three rollout traps, the “data ditch” of endless data wrangling, the “forever-pilot” loop

  A bold CX strategy may set the destination, but without the right internal enablers, even the most compelling vision will stall. What separates high-performing organizations from the rest isn’t just what they plan to do — it’s how well they’ve institutionalized the systems, behaviors, and accountability to make CX durable at scale. The final