Search Results for: customer engagement

Reducing organizational friction

Reducing Organizational Friction: The Hidden Lever for Marketing Growth

As marketing leaders, we often focus on new technologies, campaigns, and data strategies to drive growth. Yet, there is a hidden barrier within many marketing organizations that quietly erodes performance, drains talent, and delays results: organizational friction. Addressing this friction systematically is not just an operational concern; it is one of the most powerful levers […]

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Creating an Online-to-Offline (O2O) Journey that Drives Sales

Creating an Online-to-Offline (O2O) Journey that Drives Sales

            Bridging online and offline retail is essential for driving foot traffic and boosting sales. A strategic Online-to-Offline (O2O) approach integrates digital engagement with in-store actions, leveraging real-time data and shopper insights to optimize outcomes and maximize revenue. Seamless Channel Integration An O2O journey thrives on integrating digital platforms—websites, mobile

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The Metacontext Mindset: Rethinking Relevance in a Post-Identity World

The Metacontext Mindset: Rethinking Relevance in a Post-Identity World

As identity-based targeting erodes and privacy regulations gain momentum, many marketers are scrambling to patch gaps left by the loss of third-party cookies and mobile ad IDs. But what if the real opportunity isn’t to replace identity, but to rethink it altogether? That’s the premise behind a growing movement led by MMA Global: personalization that

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Data Maturity Framework 2.0: From Tactical to Strategic Focus

Data Maturity Framework 2.0: From Tactical to Strategic Focus

The MMA’s Data Maturity Framework, developed in collaboration with EY, provides a strategic roadmap for marketers to overcome data challenges and optimize marketing efforts across compliance, analytics, connectivity, decision-making, and value creation. Understanding the Framework’s Purpose The Data Maturity Framework helps marketers: Navigate evolving data landscapes Benchmark progress in compliance, cookie-less advertising, and cross-platform engagement

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Solving the Retail Media Targeting Gap: How AI is Unlocking Smarter Consumer Connections

Solving the Retail Media Targeting Gap: How AI is Unlocking Smarter Consumer Connections

Rethinking Retail Media: From Inventory to Intelligence Retail Media Networks (RMNs) have rapidly become a cornerstone of digital advertising, offering brands direct access to shoppers at the point of purchase. However, many RMNs still rely on basic demographic or transactional data, limiting the precision of audience targeting. This gap presents a significant opportunity: leveraging artificial

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Beyond the Storefront: How RMNs Are Expanding into Offsite and Multichannel Advertising

Beyond the Storefront: How RMNs Are Expanding into Offsite and Multichannel Advertising

Retail Media Networks are no longer confined to retailers’ owned websites and apps. In Q2 2025, we’re witnessing a bold expansion into offsite and multichannel environments that reflect how consumers actually shop—across screens, platforms, and moments. Why Offsite Matters More Than Ever Advertisers want to reach consumers earlier in the path to purchase, not just

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Every Click Counts: Why Multi-Touch Attribution Deserves the Spotlight

Every Click Counts: Why Multi-Touch Attribution Deserves the Spotlight

As digital channels multiply and consumer behaviors diversify, marketers in Vietnam face increasing pressure to demonstrate clear business outcomes from their campaigns. Traditional reach-based attribution models, which emphasize impressions and broad exposure, are no longer sufficient in capturing the complexity of today’s customer journey. With interactions spread across social media, e-commerce, messaging platforms, and physical

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From Reach-Based to People-Based Attribution: The New Frontier in Vietnam's Marketing Measurement

From Reach-Based to People-Based Attribution: The New Frontier in Vietnam’s Marketing Measurement

As digital channels multiply and consumer behaviors diversify, marketers in Vietnam face increasing pressure to demonstrate clear business outcomes from their campaigns. Traditional reach-based attribution models, which emphasize impressions and broad exposure, are no longer sufficient in capturing the complexity of today’s customer journey. With interactions spread across social media, e-commerce, messaging platforms, and physical

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Harnessing the Power of Retail Media Networks in Indonesia: A Strategic Imperative

Harnessing the Power of Retail Media Networks in Indonesia: A Strategic Imperative

The marketing landscape in Indonesia is undergoing a significant transformation, with Retail Media Networks (RMNs)emerging as a powerful channel for brands across all industry verticals. Understanding and strategically integrating RMNs into broader marketing strategies is becoming increasingly crucial for reaching consumers effectively on their path to purchase. An RMN essentially provides brands with advertising opportunities

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