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Modern Marketers Guide to MarTech Maturity

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:

Released: 
May, 2021
Education Section: 
Benchmark Studies, Best Practices, Educational Documents, Guidelines, Perspectives
Region: 
APAC, India

Movable Middles Growth Framework: Profitable Growth by Targeting Consumers in the Movable Middle

In this joint project between MMA Global and Neustar, we used return on ad spend (ROAS), a widely used measure of marketing success, to develop an innovative framework to help brands target a new group of consumers: the ‘movable middles.’

Read the Press Release: 
Outcome-Based Marketing Plans Significantly Outperform Reach-Based Media Planning Improving ROAS by as Much as 50%
Released: 
January, 2021
File Size: 
4.8
Education Section: 
Benchmark Studies, Best Practices, Creative Effectiveness, Definitions, Educational Documents, Guidelines, Perspectives, Research, Trends Reports
Region: 
Global

The State of the Industry: 2020 Mobile Marketing in Indonesia

The report includes topics on the impact of mobile in the advertising and marketing Industry, covering various data, valuable insights, several techniques, allocation of budgets, mobile effectiveness and trends & outlook in the industry. The report showcases how mobile has been resilient despite budget constraints during the pandemic & how we are important this space has become for brands and marketers.

Highlights:

Released: 
November, 2020
Education Section: 
Benchmark Studies, Educational Documents, Perspectives
Region: 
APAC, Indonesia

Advertisers Perceptions on IDFA

In October 2020, the MMA conducted a study to gain insight into how marketers are approaching the upcoming changes in IDFA and how they are preparing for the future of the ecosystem.
Released: 
November, 2020
File Size: 
852 KB
Education Section: 
Benchmark Studies, Educational Documents, Guidelines, Perspectives, Research
The State of the Industry: 2020 Mobile Marketing in APAC

The State of the Industry: 2020 Mobile Marketing in APAC

Mobile has consistently been an effective marketing channel in Asia Pacific (APAC) and is playing a pivotal role in shaping the future of modern marketing. The onset of COVID-19 has pushed it further into the spotlight as people turn to mobile applications for relevant healthcare information, entertainment and staying connected with loved ones. This has reaffirmed the importance of mobile marketing, which is further exemplified by a rising number of companies investing in mobile platforms to target their customers.

Released: 
October, 2020
Education Section: 
Benchmark Studies, Creative Effectiveness, Perspectives, Research, Trends Reports
Data
ROI

Infographic: The State of Data in Marketing

Released: 
June, 2020
File Size: 
332 KB
Education Section: 
Benchmark Studies
Fraud

Fraud Audit - Gaming & DSP - Case Study

A long-time client of a leading omnichannel demand-side platform (DSP) added new partners to their media mix, which resulted in a sudden performance downturn on the DSP’s existing campaigns. The client’s marketing manager consulted the DSP’s analysts and expressed concerns over traffic pattern anomalies, such as high click-to-install ratios and abnormal time-to-install outliers, amongst the new partners. The DSP suspected that the new partners were stealing conversions not only from their campaigns but also organic installs. This was in spite of the advertiser having their current mobile
Released: 
April, 2020
Education Section: 
Benchmark Studies, Guidelines, Research, Trends Reports
Fraud

Fraud Audit - Gaming - Case Study

A major mobile app gaming company with hundreds of titles in the top charts became concerned after seeing abnormal performance in some of their campaigns. High click-throughrates and low user quality raised concerns about possible ad fraud that their own tools weren’t correctly detecting. They hoped to mitigate fraudulent tra!c to get cleaner data, which would allow them to strengthen their campaigns and improve return on ad spend (ROAS).
Released: 
April, 2020
Education Section: 
Benchmark Studies, Definitions, Research, Trends Reports
Region: 
Global
Fraud

Fraud Audit - Telecom & Fintech - Case Study

A worldwide telecommunications and financial wire service company was concerned about performance anomalies in their mobile app acquisition campaigns. Certain key performance indicators (KPIs) seemed over inflated, and post-install engagement with important conversion events was less than desirable. For the marketing team, understanding their true return on ad spend (ROAS) was elusive and they were deeply concerned about ad fraud.
Released: 
April, 2020
Education Section: 
Benchmark Studies, Guidelines, Research, Trends Reports
Region: 
Global
Currency Measurement
Data

[MMA MEASUREMENT COMMITTEE] The Concerns And Unmet Needs Of Advertising Measurement

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.

Released: 
April, 2020
File Size: 
1.58 Mb
Education Section: 
Benchmark Studies, Perspectives, Research
Keywords: 
advanced analytics