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 […]
How to Scale Creative AI from Pilot to Portfolio Read More »
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
What Makes a SMARTIES™ Winner? Each year, the SMARTIES™ X Global Awards celebrate the most innovative, effective, and impactful marketing campaigns worldwide. In partnership with Toluna, this report—authored by Keith Sutherland and Andy Santegoeds—distills learnings from the 2024 winners into 10 key insights grouped under three core themes: Insight Identification & Action Innovative Strategies Designed
Inspiring Marketing Excellence: Insights from SMARTIES™ X Global 2024 Read More »
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
Solving the Retail Media Targeting Gap: How AI is Unlocking Smarter Consumer Connections Read More »
Ask any Vietnamese foodie and they’ll tell you: a great bowl of phở isn’t just soup. It’s a delicate balance of broth, herbs, noodles, and protein. Each layer contributes to something greater than the sum of its parts. Now imagine your marketing measurement strategy like that bowl of phở. When done right, it’s layered with
Marketing Measurement à la Phở, Layered, Rich and Just Right Read More »
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
Every Click Counts: Why Multi-Touch Attribution Deserves the Spotlight Read More »
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
The way we engage with information is fundamentally changing and conversational and visual Discovery is at the heart of this shift, driven by AI and user demand for more intuitive, context-rich experiences. In an era shaped by AI, people are no longer satisfied with simple keyword searches. They want conversations, context, and clarity—all delivered in
From Search to Seamless: Building the Future of Conversational and Visual Discovery Read More »
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
Unlocking Growth in the Movable Middle: A New Approach to Customer Expansion Read More »
Indonesia, a nation rich in cultural diversity and vibrant traditions, presents a unique marketing landscape where understanding and embracing cultural nuances is paramount for success across all industry verticals. Marketers operating within this dynamic environment must move beyond generic approaches and cultivate strategies deeply attuned to local customs, values, and significant seasonal events. One of
The Imperative of Culturally Attuned Marketing in Indonesia’s Dynamic Landscape Read More »
