Here’s the deal for marketing leaders: how well you handle data isn’t just important—it’s literally what separates the winners from everyone else. Companies crushing it with data aren’t playing the same game as those still figuring things out.
That’s exactly why MMA Global teamed up with some of the sharpest minds in marketing and advertising to create the Data Think Tank (DATT). This isn’t your typical industry initiative. It’s built to help marketers actually understand and navigate the crazy-fast changes happening in the data world right now. We’re talking about real transformation—turning your organization into one that naturally thinks and acts with data at its core, delivering results that actually move the needle for your business and customers.
MMA worked with EY to survey marketing leaders all through 2023, getting a clear picture of where companies really stand with their data game and mapping out what they’re calling Data Excellence 2.0.
Check out the Data Excellence 2.0 Evaluation Platform: https://www.mmaglobal.com/data-maturity-assessment
Key Finding: 55% of companies aren’t just talking about data privacy and protection—they’re actually doing something about it, with real people in real roles making sure it happens. So where does that leave you and your organization?
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.
