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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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How to Scale Creative AI from Pilot to Portfolio

You’ve tested AI-powered personalization. The results are promising. Maybe even staggering. But the real question is: How do you scale from a successful pilot to a full portfolio strategy? That’s exactly what the CAP (Consortium for AI Personalization) program from MMA Global was designed to address. It doesn’t just prove the power of AI

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Automated, But Not Understood: Why Human Insight Is the Missing Multiplier in Pharma Omnichannel Success

Technology Everywhere, Satisfaction Nowhere In pharma marketing, technological innovation has raced ahead. From multichannel and omnichannel to AI-driven “Next Best Action” engines, omnichannel capability has exploded. We now have the tools to tailor content, optimize journeys, and deliver messages with pinpoint precision. Yet healthcare professional (HCP) satisfaction remains stubbornly low. Despite the promise of digital

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From Viewability to Value in High Velocity Mobile Environments

In digital advertising, one of the most widely accepted performance indicators has long been viewability of mobile ads. If an ad was on screen for at least one second, it was considered viewable. If it was two seconds for video, even better. But neuroscience research from the Mobile Marketing Association (MMA) and Neurons Inc. in

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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 Identification: How to Operationalize the Movable Middle Across Media and Measurement

Rethinking Audience Strategy: The Power of the Movable Middle While most strategies default to the extremes of acquisition or loyalty, a significant growth opportunity lies in between. The Movable Middle represents a high-potential segment of consumers with a 20–80% probability of purchasing a brand. They’re not guaranteed loyalists, but neither are they disengaged. Crucially, they’re

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Unlocking Growth in the Movable Middle: A New Approach to Customer Expansion

Rethinking Growth: Beyond Acquisition and Loyalty For years, marketing strategies have revolved around two familiar poles: acquire new customers or retain the most loyal. But in between lies a segment with untapped potential—the Movable Middle. These are the customers who are neither brand loyalists nor uninterested but those sitting in the 20–80% range of purchase

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Agile Marketing in Indonesia: Leveraging Real-Time AI Insights for Consumer Engagement

The Indonesian market, characterized by its rapid evolution and diverse consumer landscape, demands that marketers across all industry verticals adopt agile and responsive strategies. In this dynamic environment, the ability to capture, analyze, and act upon real-time consumer insights is no longer an advantage but a fundamental necessity for sustained success. The traditional approach of

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OBM2 Presentation Deck and Implementation Guide

At MMA Global APAC, our goal is to help marketers navigate today’s most pressing challenges with strategies grounded in data, not guesswork. In today’s fragmented media landscape, where marketing budgets are scrutinized and customer acquisition costs are rising, traditional reach-based advertising is no longer enough. Marketers are under increasing pressure to drive profitability, efficiency, and

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