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Strategic Data Evolution: The MMA’s Enhanced Framework for Marketing Excellence

The Marketing Measurement & Analytics (MMA) Data Maturity Framework, created through strategic partnership with EY, offers marketers a comprehensive blueprint for transforming data obstacles into competitive advantages. This framework addresses critical areas including regulatory adherence, analytical capabilities, integration systems, strategic optimization, and business value generation. Framework Foundation and Strategic Value The enhanced Data Maturity Framework […]

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Breaking Through Data Barriers: MMA Global’s Comprehensive Framework for Marketing Excellence

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

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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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Introducing the MMA Global Data Maturity Framework: Unfolding the Business Growth in the Advanced Data Era

In contemporary marketing research, data maturity, defined as the capability of brands and marketers to effectively manage and utilize data, has become essential for achieving greater business impact. MMA Global, with the trailblazers across the marketing and advertising industry, has built Data Think Thank (DATT) to powering marketers with the best understanding of the evolving

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The Personalization Playbook – A Proven 3-Step AI Framework for CX Leaders

Beyond Segmentation: The Shift to AI-Powered Personalization For years, personalization was synonymous with segmentation. Brands grouped customers into broad categories based on past purchases, demographics, and engagement history. While this approach improved relevance, it remained static and reactive—failing to account for real-time behaviors, evolving preferences, and contextual needs. In 2025, artificial intelligence is redefining the

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Turning Shoppertainment Insights into Action with TikTok’s PACE Framework

In the previous article, we explored the new Age of Shoppertainment and how consumer shopping behaviour is rapidly evolving in the Asia Pacific region. Brands can no longer just rely on discounts and promotions to drive sales – they need to create engaging, entertaining content that educates consumers and helps them make more intuitive purchase

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LEADING WITH PURPOSE IN THE AGE OF BRAND AUTHENTICITY

Amid the clatter of crowded cafés, the churn of new formats, and consumers who switch preferences with remarkable speed, Vietnam’s food and beverage market is both exhilarating and unforgiving, where price sensitivity is high and competitive intensity is relentless, in this climate, slogans fade quickly while operating discipline endures, which is precisely the premise of

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Beyond the Buzz: How AI Redefined Marketing in 2025

2025 wasn’t the dawn of AI, it was the year it became infrastructure. Across APAC, AI moved from isolated experiments into the daily workflows of creativity, media, and customer experience. Global AI-in-marketing investment surpassed US$47.3 billion, and 88% of marketers now use AI tools every day. The real shift took place where marketers began seeing

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Where Does Your Organization Stand? The 5 Levels of Data Maturity

MMA Global just launched the Data Maturity Assessment—a quick, 20-question tool built specifically for marketing leaders who want to know exactly where their organization stands with data. Take 20 minutes, answer honestly, and you’ll see exactly how you stack up against your industry and the companies leading the pack. The Five Levels Explained: Strugglers (12%)

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Building Your Marketing Data Advantage

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

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