Guidelines | MMA Global

Guidelines

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Featuring input from industry trailblazers, this is the most awaited and anticipated report to help marketing professionals strengthen their strategy to drive business growth in 2023. It covers topics such as CTV, Superapps and the latest MarTech trends. The research in the report is backed by solid data and analyzed by experts to provide a comprehensive overview of the challenges and opportunities that lie ahead.

Released: 
November, 2022
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Today’s marketing and media landscape has become so complex and complicated, it has become harder than ever to simply market.

It’s led to a veritable fog of marketing in which it’s less clear than ever how to generate results. A survey of 493 companies across all ad sectors found that 80 percent of managers at large firms are not satisfied with marketing’s effectiveness.

Questions keeping up marketing executives week after week include:

  • How do I create and deliver topline and bottomline growth?

Released: 
September, 2022
File Size: 
1.2 MB
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The report highlights conversations around responsible utilization of consumer data becoming the need of the hour. The report unravels the new age customer’s need for personalisation without compromising their need for privacy. Marketers need to put more effort into educating consumers about data usage and tracking. They need to find ways to ensure privacy is not a hindrance to providing better products and services to the consumers. Rather, how a privacy-first approach to data can facilitate consumer trust in the brand.

Released: 
August, 2022
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Despite Identity Concerns, MMA Global Research Finds Nearly 50 Percent of Marketers Believe Multi-Touch Attribution is Still the Future of Marketing Measurement. Data regulations and lack of executive buy-in remain hurdles for the adoption of MTA.
Released: 
July, 2022
File Size: 
1.2 MB
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The Modern Marketers Guide to Leveraging Data & MarTech is an insight-packed, action-oriented playbook - An initiative by the MMA India AMMP community represented by the MarTech & Data council.

This second edition focuses on why Data and MarTech need to be looked at from the same lens to ensure that together they create great business impact.

Key takeaways:

Released: 
May, 2022
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Use the Guide as a resource to help you create a brand safety and suitability strategy for your organization. If your organization already has a brand safety and suitability strategy, consult the Guide for insight to help you improve and augment it going forward. Use it to spark new ideas to help you remain informed and proactive, and continue to iteratively build on best practices in a changing landscape.

Released: 
December, 2021
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Brand safety is in a nascent stage in India with limited awareness and very few brand custodians taking it seriously. The present brand safety guidelines are not aligned with the changing business needs where digital takes the centre stage. Brands will need to revisit their guidelines with a digital first approach. With Brand infringement increasingly becoming a gateway to brand safety issues, it cannot be ignored.There is a definite need to formalise a structured and purpose driven knowledge repository around brand safety in India.

Released: 
October, 2021
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This is a first of its kind industry report/playbook that deep dives into how consumer behaviour is changing across the eCommerce value chain, the report throws light on the critical aspects as below in greater detail:

  1. Market landscape
  2. Pre-purchase Trends & Insights
  3. Channel Choice
  4. Consumer Purchase Patterns
  5. Rise of Vernacular, Voice & Video

Expected Learnings

Released: 
September, 2021
Region: 
Members Only

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If your company is an MMA member and you need log-in information, please email [email protected].

This implementation playbook contains step-by-step instructions for marketers to implement Outcome-Based Marketing v2.0 (OBM2) at their organization. This playbook is exclusive to MMA Members. Please reach out to [email protected] to learn more about membership.

Released: 
August, 2021
Region: 
Released: 
July, 2021
Education Section: 
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Over-the-top (OTT) advertising is more popular than ever before. With new streaming services appearing regularly, advertising opportunities have grown considerably. This guide will help clarify what OTT advertising is and the different types of media buying methods.
Released: 
June, 2021
Education Section: 
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Keywords: 
Despite Identity Concerns, MMA Global Research Finds Nearly 50 Percent of Marketers Believe Multi-Touch Attribution is Still the Future of Marketing Measurement. Data regulations and lack of executive buy-in remain hurdles for the adoption of MTA.
Released: 
May, 2021
Education Section: 
Region: 

The Modern Marketers Guide to MarTech Maturity is an initiative by the MMA India AMMP community represented by the MarTech council.

It's the only industry Playbook to showcase MarTech maturity across different organizations and sectors with complete guidance on choosing and utilizing MarTech stacks effectively.

What makes this MarTech Playbook unique:

Released: 
May, 2021
Region: 
Released: 
April, 2021
Education Section: 
Region: 
Members Only

Log in with your MMA membership to gain full access to this material.

Interested in becoming an MMA member? Click here.

To prevent automated spam submissions leave this field empty.

If your company is an MMA member and you need log-in information, please email [email protected].

The MMA’s MTA Tactical Success Guide is a tool for marketers to determine their organization’s data readiness for employing Multi- Touch Attribution, discussing specific data linking strategies, the value of Unified User IDs and more. It also includes a workbook which allows marketers to examine how their own data might be used in MTA.

Released: 
April, 2021

A concise reference tool that visualizes all of the data needed, giving brands a clear picture of how datasets can interact and be integrated for successful MTA execution. It is intended to be a collaborative tool for marketers, agencies, DMPs and MTA providers to use to ensure nothing gets left out of the discussion.

Specifically, it shows:

  • How aggregate data can be tied back to unified user IDs
  • The components of linkable marketing
  • How first, second and third-party data flows into creating audience segments
Released: 
April, 2021
Education Section: 

In this joint project between MMA Global and Neustar, we used return on ad spend (ROAS), a widely used measure of marketing success, to develop an innovative ‘v2.O’ framework—as this report’s title notes—to help brands target a new group of consumers: the ‘movable middles.’

Released: 
January, 2021
File Size: 
4.8
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A report that takes us through how brands & consumers in Indonesia need to adapt seamlessly in this rapidly transforming digital environment.​

Highlights :

Released: 
December, 2020
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MMA India, in association with mFilterIt, has published the Ad Fraud Elimination Guidelines recommending best practices to combat the challenge through collaborative endeavours of advertisers, agencies and the publishers.

This approach recommends, for the first time ever, how advertisers, agencies and publishers can collaboratively work together, implementing best practices, to combat ad-fraud collectively and holistically. Only then a trust can be ensured throughout the value chain building an effective, RoI driven, and synergetic digital advertising ecosystem.

Released: 
November, 2020
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In October 2020, the MMA conducted a study to gain insight into how marketers are approaching the upcoming changes in IDFA and how they are preparing for the future of the ecosystem.
Released: 
November, 2020
File Size: 
852 KB

This whitepaper aims to explain the most important terminology, sources, and insights into which advertisers should be aware to manage successful mobile marketing campaigns. Created by the Mobile Data Quality Lab of MMA Germany the whitepaper dives into recent facts and figures around mobile usage; the role of digital identifiers on smartphones; an overview of types of data available; and specifics on location data. The whitepaper concludes with an eight-step checklist that equips marketers to put valuable advice into important practice.

Released: 
November, 2020
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