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.

With consumer journeys becoming more complex and non-linear, the role of digital is becoming more prominent across the journey. As a result, this festive season will require marketers to rethink their media strategies to succeed.

MMA has partnered with GroupM and Amazon Ads to co-author an industry whitepaper for offering a collective view on how the industry should approach the festive season this year and recommendations on winning in the upcoming festive season.

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 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:

The term "social commerce" refers to the "purchasing and selling that occurs on social media and other networking sites." Social commerce offers the particular advantage of engaging customers and enabling them to buy things inside their comfortable social media environment. According to Accenture, global social commerce is predicted to increase three times faster than conventional commerce, from $492 billion in 2021 to $1.2 trillion in 2022. Social commerce is one of the main e-commerce channels in Vietnam, owing to the population's high Internet and social media usage rates.

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: