[MMA MEASUREMENT COMMITTEE] The Concerns And Unmet Needs Of Advertising Measurement | MMA
Release Date: 
April, 2020
File Size: 
1.58 Mb
Keywords: 
advanced analytics

The MMA Measurement Committee in Vietnam, joined by 18 different companies in the Vietnamese Advertising Industry, aims to eliminate confusion and reduce friction in the marketplace, by creating more transparency and developing measurement standards and best practices for the Vietnamese market. For that purpose, MMA Measurement Committee wishes to uncover the current unmet needs of stakeholders in the industry regarding advertising measurement, in order to determine the most pressing concerns that would require immediate tackling by the committee. To that end, Decision Lab is submitting this research design to aid in MMA Measurement Committee’s decision for strategic directions. 

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