Chennai: In India, 58 per cent organisations acknowledge they have gaps in consumer data leading to difficulties in data-driven decision making, according to the MMA EY survey titled ‘Leveraging consumer data for marketing’.
The survey conducted among 150 marketers across sectors revealed insights on the maturity of the consumer data strategy across the marketing landscape in India.
Moneka Khurana, country Head – India, MMA stated, “MMA as an industry body is seeing data becoming core to all types of marketing and business objectives. As a result, we are actively driving the data marketing narrative around the world.”
Through this industry-first initiative, we reveal the state of consumer data usage in the country, as well as preparedness in terms of data capabilities and governance based on inputs from over 150 leading marketers in the industry, including MMA members across sectors ranging from retail, finance, automobile, media to healthcare, education, technology, etc. This first-hand insight will provide marketers with a perspective on harnessing data in the most effective and ethical manner, enabling them to offer better experience to consumers, consequently improving their business ROI’.