The second edition of the MMA EY Leveraging Consumer Data For Marketing 2022 report is based on a survey in which over 170 CEOs and CMOs across various sectors participated to understand the trends amongst the CXO community on consumer data strategy and critical success factors. The report offers a deep dive into the world of data maturity and best practices to guide marketers and provide them with toolkits to ace their data marketing journey.
According to the second edition of the MMA-EY Leveraging Consumer Data for Marketing report, there is a rise of Indian marketers leveraging consumer data for marketing activities. In 2022, 54% of marketers leveraged consumer data for marketing activities compared to 42% in 2021.
Data types and uses:
ROI measurement and attribution:
Capabilities and skills:
Data ownership, governance, and integration: