Over the past seven years, our annual study has consistently sought to shed light on the pivotal area of measurement and attribution, adjusting our lens to capture the dynamic shifts in the marketing landscape, marked by the proliferation of new media, the ever-complex economic environment and more recently by the advent of AI.

Consumer experience is changing rapidly and expectations are evolving, with consumers now expecting a personalized experience across every brand and channel. To adapt to this environment, organizations need to focus on acquiring consumer data and developing a robust and privacy-respecting data strategy. The power of consumer data has given rise to a multibillion-dollar industry that touches all organizations in the world.

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.

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?

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.

The report is a first-of-its-kind toolkit for marketers to steer brand safety, from understanding the issue to responding to critical incidents. It will also help in answering key questions such as who is responsible for brand safety and developing a culture of brand safety to manage external and unpredictable threats to your brand. 

Key Takeaways:

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: