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Every Click Counts: Why Multi-Touch Attribution Deserves the Spotlight

Every Click Counts: Why Multi-Touch Attribution Deserves the Spotlight

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 […]

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From Reach-Based to People-Based Attribution: The New Frontier in Vietnam's Marketing Measurement

From Reach-Based to People-Based Attribution: The New Frontier in Vietnam’s Marketing Measurement

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

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From Search to Seamless: Building the Future of Conversational and Visual Discovery

From Search to Seamless: Building the Future of Conversational and Visual Discovery

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

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The Rise of Artificial Intelligence: A Powerful Tool for Indonesian Marketers

The Rise of Artificial Intelligence: A Powerful Tool for Indonesian Marketers

The Indonesian market is rapidly evolving, and artificial intelligence (AI) is emerging as a transformative force across industry verticals. For marketers operating within this dynamic landscape, understanding and leveraging AI is no longer a futuristic concept but a present-day necessity. This article outlines the essential ways AI is impacting marketing and offers insights for practitioners

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SMARTIES™ 2025: Celebration of Marketing Excellence – Now Open for Submissions!

SMARTIES™ 2025: Celebration of Marketing Excellence – Now Open for Submissions!

Singapore – MMA Global proudly announces the opening of entries for the 2025 SMARTIES™ Awards, the premier marketing awards program that honors trailblazing brands, agencies, and marketers driving innovation and business impact. As the marketing landscape evolves with advancements, SMARTIES™ continues to recognize transformative campaigns that redefine industry standards. This year, the competition aims to highlight

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Navigating the Open Internet: A Marketer's Guide to Building Trust and Driving Engagement in 2025

Navigating the Open Internet: A Marketer’s Guide to Building Trust and Driving Engagement in 2025

The open internet offers marketers endless possibilities to connect with consumers on a global scale. At the same time, it brings a new wave of challenges, especially around accuracy, transparency, and consumer trust. As digital landscapes evolve, people’s expectations are rising fast. They demand honesty, responsible data management, and meaningful engagement from the brands they

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AI-Driven Retail Media Networks: The Future of APAC Commerce

AI-Driven Retail Media Networks: The Future of APAC Commerce

Retail in APAC is undergoing one of the most significant transformations in history, driven by artificial intelligence (AI). What was once a fragmented landscape of digital and in-store experiences is now evolving into a seamless, AI-powered ecosystem where brands can engage consumers with unprecedented precision. The numbers tell a compelling story: 90% of retail solutions

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The Intelligent Data Playbook Turning Insights into Action

The Intelligent Data Playbook: Turning Insights into Action

The Data Paradox: Unlocking the True Value of Information APAC brands generate more data than ever, yet many struggle to transform this wealth of information into measurable business outcomes. The challenge isn’t data collection—it’s activation. While AI and analytics promise intelligent decision-making, companies often face fragmented data ecosystems, outdated attribution models, and a disconnect between

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The 2025 Consumer Spending Shifts, New Costs, and Marketing Opportunities 2

The 2025 Consumer: Spending Shifts, New Costs, and Marketing Opportunities

Consumer behavior is shifting fast, influenced by rising costs, evolving technology, and changing expectations. Marketers who keep up with these trends will have a better shot at staying ahead of the competition. Here’s a look at what’s happening with consumer spending in 2025 and what it means for brands. How Consumer Spending Is Changing (Image

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