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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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MMA Global Indonesia Launches Landmark “Brand Safety & MarTech 2025” Report, Charting Trust, Technology, and Transformation in Indonesia’s Digital Economy

MMA Global Indonesia is proud to unveil its Brand Safety & MarTech (BSMT) 2025 Annual Industry Report during a high-level media gathering held on June 5, 2025, at Emtek Hall, SCTV Tower, Jakarta. The Media Gathering Brand Safety & MarTech 2025 Industry Report Release is drawing marketing thought leaders, media representatives, and key contributors, marks

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Your Best Customers Aren’t As Loyal As You Think: A Movable Middles Revelation

Marketers often suppress advertising to their existing customers, assuming they are “loyal” and that ad budget is better spent acquiring new users. This common practice, however, might be a significant missed opportunity. The Movable Middles Growth Framework (MMGF) challenges this conventional wisdom, revealing that even your best customers are likely buying from competitors and can

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Beyond Reach: Why Precision Targeting with Movable Middles Outperforms Traditional Strategies

For decades, the mantra in advertising has been “maximize reach.” The more people you expose to your brand, the better, right? However, new research and a groundbreaking approach from MMA Global suggest that this long-held belief is fundamentally flawed when it comes to maximizing ad effectiveness. The Movable Middles Growth Framework (MMGF) champions a “Moneyballing”

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Maximize Your Marketing ROI in a Tight Economy: The Power of Movable Middles

In today’s challenging economic climate, marketers are under unprecedented pressure to deliver tangible results and demonstrate clear Return on Investment (ROI) for every dollar spent. Traditional broad-reach marketing plans, while aiming for widespread exposure, often fall short in efficiency, leading to wasteful spending on audiences unlikely to convert. But what if there was a scientifically

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Marketing Strategic Rebuild: 12 Imperatives CMOs Can't Afford to Miss

Marketing’s Strategic Rebuild: 12 Imperatives CMOs Can’t Afford to Miss

Marketing insights from recent MMA Global events – A series ! Over the last couple of months, the MMA Global events have reflected the wider churn afoot in the marketing world, triggered largely by rapid technological advancement. A compelling manifesto for the modern CMO has emerged from this industry-wide huddle. A blueprint, not for next

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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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