Consumer Data in Marketing: Benchmarking survey and maturity analysis for the MMA | MMA
Release Date: 
April, 2021
File Size: 
2.9 MB

We have reached a tipping point. Technological shifts, Consumer behaviour, government legislation and cyber threats are forcing marketers to rethink their relationship with data. On the one side of the scale, we have Security, Privacy and Compliance, and on the other, the ability to use data to make business-critical decisions.

The MMA partnered with EY and surveyed over 100+ senior U.S. marketing leaders across major industries to assess the maturity of consumer data in organizations. Together we endeavoured to understand how the tug of war between growth through data-driven decisions playoff against the risk of managing the complexity of marketing-generated data within today's modern organizations.

Through our research, we discovered most organizations lack the processes and skills to effectively gather, analyze and execute against consumer data. Moreover, the findings revealed that data maturity is multi-faceted, and most companies are further along in specific categories, such as transparency and data ownership than others.

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Agency: A company that provides strategic, creative or media buying and related services to marketers.
Marketer: A company that sells its products directly to consumers and businesses and buys marketing services to achieve its goals. Company must also not fit into any of the other sales definitions.
Carrier/Operator: A mobile network operator that provides voice and/or data services.
Enabler: A solutions provider offering technology and services that enables and supports mobile marketing.
Associate: Companies or organizations that do not generate revenue from mobile, but are integral to the development of the mobile industry. (i.e. trade associations, legal firms, consulting agencies, etc.)
Seller: Companies that create and/or promote media and content or broker the sale and distribution of mobile advertising.