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The CX Maturity Imperative: Why It’s Time to Evolve from Service to Strategy

Customer Experience (CX) has reached an inflection point. As product differentiation shrinks and consumer expectations escalate, CX is fast becoming the most sustainable lever for competitive advantage. But while many organizations acknowledge its importance, few have elevated it beyond a reactive, siloed support function. At MMA Global, we believe CX must evolve from an operational […]

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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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Which Data Maturity Archetypes Is Your Organisation? Discover with the MMA’s Data Maturity Assessment

MMA Global has designed the Data Maturity Assessment, a concise 20-question interactive tool tailored specifically for marketing leaders to help assess your organization’s data maturity. The tool will quickly show you where your organization stands against the 5 factors relative to other companies as well as to the subset of companies that our research identified

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The Data Maturity Dilemma: Why Growth Demands More Than Just Good Tech

In an era where marketing organizations are flooded with dashboards, pipelines, and robust platforms, one thing is clear: having more data or tools doesn’t automatically lead to better business outcomes. Despite unprecedented investment in marketing technologies, many organizations remain stuck at the insight-action gap, where data exists in abundance, but real decisions and revenue gains

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133 Million Combinations, One Solution: Why Manual Rules Can’t Keep Up with Personalization at Scale

In an era where digital advertising is expected to deliver hyper-relevance at every touchpoint, marketers face a daunting question: How do you create rules for millions of possible audience combinations? That’s not a theoretical challenge—it’s the reality brands are facing today. Take a recent campaign from Kroger as an example. The brand built 72 creative

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