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Research & Insights

Learn how to adopt an intentional strategy and enhance business growth with generative AI. This guide has the main steps to get your business started, such as:

  • Identifying the challenges you want to solve
  • Deciding who needs to be involved
  • Outlining processes
  • Assessing generative AI tools
  • Establishing how you’ll get your workforce started
Released: 
August, 2023
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5.4 MB
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As the world stands on the precipice of what has been called the Fourth Industrial Revolution, it is our privilege at the MMA Global to present this first report in a series, resulting from our benchmark study on the state of AI application in digital transformation. A reflection of collective wisdom from our Chief Digital Officers Insight Collective (CINC), this report traces the contours of the AI landscape as seen by those at the helm of digital transformation, the Chief Digital Officers (CDOs).

Released: 
June, 2023
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4.5 MB
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The MMA Global Indonesia Brand Safety & MarTech 2023 Report delves into different viewpoints, insights, and effective approaches regarding brand safety strategies and the implementation of marketing technology. This comprehensive report will serve as an invaluable resource for industry professionals by providing them with a wealth of insights, trends and data to stay ahead of the curve.

Released: 
July, 2023
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This report is a collaboration between MMA Global in Vietnam and Decision Lab to facilitate the industry with the latest consumers’ digital behaviors understanding. The study's primary objective is to examine the online habits of consumers, including their social media usage, entertainment consumption (music, movies, videos), communication methods, and shopping behavior. In the Q1 2023 edition, the report also tracks consumers' browser usage.

Three key highlights from this quarter’s report:

Released: 
June, 2023
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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.

Released: 
June, 2023
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2.2 MB
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The Advantage "X" in the Playbook's title signifies the limitless possibilities that await within the ONDC ecosystem and this toolkit is a key resource to help tap into the same as a guide to help with discovery, adoption and business growth.

Released: 
June, 2023
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Featured in Digiday

We stand at the precipice of a new era, where the intersection of marketing and Artificial Intelligence (AI) is quickly becoming a catalyst for growth and innovation. Recognizing this seismic shift, MMA Global embarked on a pioneering study to chart the landscape of AI application in marketing and CX.

Released: 
May, 2023
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1.1 MB
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The Open Network for Digital Commerce (ONDC) is an innovative network that has garnered the attention of stakeholders and professionals in the digital commerce space in India.

Released: 
May, 2023
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MMA Global India, in collaboration with GroupM, proudly presents Modern Marketing Reckoner 2023: the industry's most anticipated annual report. Unveiled at Impact India, this report showcases the collective wisdom and industry-neutral perspective of marketers who have fearlessly embraced transformation and elevated their marketing strategies to new heights.

Released: 
May, 2023
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In the past couple of years, Southeast Asia saw accelerated growth and changes in the technology landscape due to the COVID pandemic businesses experienced a boom in e-commerce, digital behaviors are normalized among consumers, and B2C engagement had adapted to the digital space. Now that it’s a norm for consumers to shop omnichannel and across multiple digital platforms, the next challenge for brands is to enhance consumers’ shopping experience and strengthen engagement in the future of integrated commerce.

Released: 
March, 2023
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MarTech Vietnam Report 2022

In the past couple of years, Southeast Asia saw accelerated growth and changes in the technology landscape due to the COVID pandemic - businesses experienced a boom in e-commerce, digital behaviors are normalized among consumers, and B2C engagement had adapted to the digital space. Now that it’s a norm for consumers to shop omnichannel and across multiple digital platforms, the next challenge for brands is to enhance consumers’ shopping experience and strengthen engagement in the future of integrated commerce.

Released: 
March, 2023
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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.

Released: 
March, 2023
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MMA Vietnam partnership with Decision Lab to present "The Connect Consumer Q4/2022." The Connected Consumer is a quarterly study conducted by Decision Lab starting in 2019. The study focuses on consumers’ online habits, including social media usage, entertainment (music, movies, online videos), as well as online shopping. Data in this report is collected using Decision Lab’s online panel.

Released: 
February, 2023
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Released: 
February, 2023
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1.3 MB
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Voice technologies are now becoming an integral part of our lives-be it gathering information through voice searches, streaming music, controlling smart home appliances, or making utility bill payments through voice commands. New-age technologies like Natural Language Understanding (NLU), conversational artificial intelligence (AI), and neural text-to-speech (TTS) have helped push voice tech to the next level.

Released: 
February, 2023
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CDO Perspectives 2022 is a compilation of the results from 50 interviews conducted by professors from the University of Oxford, discussions by MMA’s Chief Digital Officer Board, plus a quantitative market research survey of more than 100 CDOs across more than 20 industries. This report provides CDOs insights into the capabilities and tools required to lead a successful digital transformation, the impact of the ongoing global pandemic on the CDO and digital transformation agenda, and, more importantly, how CDOs are shaping their organization’s culture and vision.
Released: 
December, 2022
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The Connected Consumer is a quarterly report that examines many aspects of consumers' lives that take place in the digital realm. YouGov's online panel is used to obtain data for this research

Released: 
October, 2022
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3.89MB
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The Evolving Role of the Chief Digital Officer is a report for MMA Global based on in-depth interviews with 50 CDOs from global companies across multiple industries conducted by the Oxford Future of Marketing Initiative at the Saïd Business School, University of Oxford. The report provides a framework for the future of the CDO role, intended to provoke thought among CDOs themselves as well as their executive team colleagues.
Released: 
November, 2022
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332 KB
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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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The State of Modern Marketing in India - a report in collaboration between MMA APAC and WARC - examines how the industry is approaching these challenges, focusing on current trends and future opportunities. To drive growth in the digital age, marketing needs to modernise a specific set of capabilities and mindsets.

Findings from this study suggest that over a third (36%) of Indian marketers will spend more than 60% of their budgets on digital marketing, compared to 25% of APAC marketers overall.

Released: 
November, 2022
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The State of CDO Benchmark Survey is a statistical consolidation of The Evolving Role of the Chief Digital Officer & CDO Perspectives 2022.

Key findings include:

CDO vision is tied to business performance

  • 68% think that their main task is to improve business performance, not just to disrupt and drive change.
  • Top line growth and margin efficiency are the by far their main measurable goals.

Although there is usually a mandate from CEO, overlaps with other C roles may exist

Released: 
December, 2022
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To drive growth in the digital age, marketing needs to modernise a specific set of capabilities and mindsets.
But as complexity grows, marketers face increasingly difficult choices about where to allocate their investments; what objectives and tactics to choose; and what capabilities to develop in order to drive future growth.


This report – a collaboration between WARC and MMA APAC – examines how the industry is approaching these challenges, with a focus on current trends and future opportunities.

Released: 
October, 2022
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Advertising and the Present Moment

According to a recent survey, more than 60 percent of CEOs globally say that they expect a recession in their primary region of operations before the end of 2023 or earlier. As speculations about economic recession continue to gain steam, marketers may once again be confronted with the classic dilemma of whether to cut marketing and advertising spend or not.

In this document, we summarize some of the industry’s best thinking in terms of advertising in times of crisis, and we try to answer the key questions that block efficient marketing decision-making right now.

Released: 
June, 2022
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733 KB
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Marketing must have a certain set of competencies and mindsets to generate development in the digital age. However, as complexity increases, marketers must make more tough decisions about where to direct their efforts, which objectives and techniques to pursue, and which skills to create in order to drive future development.
This report, produced in cooperation with WARC and MMA APAC, explores how the industry is addressing these problems, with an emphasis on current trends and future potential

Released: 
October, 2022
File Size: 
3.89MB
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To drive growth in the digital age, marketing needs to modernise a specific set of capabilities and mindsets.

But as complexity grows, marketers face increasingly difficult choices about: where to allocate their investments; what objectives and tactics to choose; and what capabilities to develop in order to drive future growth.

This report – a collaboration between WARC and MMA Global – examines how the industry is approaching these challenges, with a focus on current trends and future opportunities. 

Released: 
October, 2022
Education Section: 
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