Data is focal to business hence it's key for marketers to understand the evolving data landscape, winning data strategies to drive better business outcomes and customer experiences.

MMA India has collaborated with EY to create an industry-first valuable go-to resource to reveal how marketers use consumer data, measure ROI, ensure governance and build data capabilities.

Key insights :

• Most Indian marketers used a blend of 1P and 3P data for marketing but were increasing efforts to build 1P data
• Most Indian marketers saw the benefit of leveraging consumer data for marketing
• A majority of respondents had built MarTech capabilities or were working towards that goal
• Indian marketers had defined ownership & management strategies for 1P consumer data

You can download the report here.