MMA / Marketing + Media Alliance - report

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MMA AI Adoption Study 25 | MENA

Serkan Karaman — Mon, 23 Feb 2026 22:23:45 +0000

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February, 2026

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KSA

MENA

MMA MEA

Saudi Arabia

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MMA AI Adoption Study 25 | MENA, conducted by MMA Academy and Kantar Insight, provides a focused view of how organizations in MENA are adopting AI across Marketing and Customer Experience (CX). The study is based on interviews with CMOs and senior marketing executives and examines AI awareness and adoption stages, priority use cases, measurable goals, how impact is measured, and the organizational conditions enabling progress, including leadership readiness, culture, governance, obstacles, and talent development plans.

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Veri Olgunluğu Raporu 25 | Türkiye

Serkan Karaman — Tue, 17 Feb 2026 06:26:04 +0000

data_maturity_tr_25.pdf

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February, 2026

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MMA MEA

Türkiye

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Bu rapor, Türkiye’deki kurumların veri olgunluğunu uçtan uca değerlendirerek mevcut durumun gerçekçi bir fotoğrafını çıkarıyor; veri stratejisi, yönetişim, altyapı, analitik/AI yetkinlikleri ve organizasyonel sahiplenme gibi boyutlarda güçlü yönler ile kritik boşlukları ortaya koyuyor. Raporda ayrıca sektörel eğilimler ve en iyi uygulama örnekleri üzerinden “veriyle büyüme” için pratik bir yol haritası sunuluyor; ekiplerin ortak bir dilde konuşmasını sağlayarak önceliklendirme, yatırımları doğru yapılandırma ve ölçülebilir ilerleme takibini mümkün kılıyor.

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This report provides a realistic snapshot of organizations’ data maturity in Turkey through an end-to-end assessment, highlighting strengths and critical gaps across dimensions such as data strategy, governance, infrastructure, analytics/AI capabilities, and organizational ownership. It also offers a practical roadmap for “growth through data” based on sector trends and best practices, enabling teams to speak a common language, prioritize actions, structure investments correctly, and track measurable progress.

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MEA, Türkiye

Data

Marketing Growth

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MMA AI Adoption Study 25 | Türkiye

Attribution & Data

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MMA AI Adoption Study 25 | Türkiye

Serkan Karaman — Mon, 09 Feb 2026 14:29:07 +0000

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February, 2026

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8.06MB

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MMA MEA

Türkiye

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MMA AI Adoption Study 25 | Türkiye, conducted by MMA Academy and Kantar Insight, provides a focused view of how organizations in Türkiye are adopting AI across Marketing and Customer Experience (CX). The study is based on interviews with CMOs and senior marketing executives and examines AI awareness and adoption stage, priority use cases and measurable goals, how impact is measured, and the organizational conditions enabling progress, including leadership readiness, culture, governance, obstacles, and talent development plans.

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MMA AI Adoption Study 25 | MEA

Serkan Karaman — Mon, 09 Feb 2026 14:16:11 +0000

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February, 2026

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8.06MB

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2025

MENA

MMA MEA

South Africa

Türkiye

report

MMA AI Adoption Study 25 | MEA is a joint study by MMA Academy and Kantar Insight exploring how organizations apply AI in Marketing and Customer Experience (CX) across Türkiye, MENA, and South Africa. Based on interviews with 115 CMOs and senior marketing executives (Türkiye: 39, MENA: 42, South Africa: 34), the report maps AI awareness and adoption stages, the top application areas and measurable goals, how companies measure AI impact, and the organizational factors shaping progress—such as leadership readiness, culture, governance, obstacles, and talent plans.

Fieldwork: October 6, 2025 – December 4, 2025.

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Report: E-Commerce in Vietnam

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E-commerce: Strategic Insights into Vietnamese Shopper and Travel Behaviors in 2024

Quemy Vo — Mon, 25 Nov 2024 10:38:59 +0000

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June, 2024

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8.06MB

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AI in marketing

report

vietnam

In today’s rapidly evolving marketing landscape, staying ahead requires collaboration and insights from industry leaders. That’s why ShopBack and the Modern Marketing Association (MMA) have joined forces to bring you this groundbreaking report.

Packed with data-driven strategies and real-world applications, this report explores cutting-edge trends and actionable tactics to help you navigate the future of marketing with confidence.

Don’t miss out on this exclusive collaboration—download the report now and gain the insights you need to lead your brand to success!
Introduction

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State of AI in Marketing in Germany 2024

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Guide

State of AI in Marketing in Germany 2024

Serkan Karaman — Fri, 18 Oct 2024 15:22:23 +0000

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October, 2024

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8.06MB

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2024

AI in marketing

DACH

Europe

germany

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Welcome to the State of AI in Marketing in Germany report, an in-depth exploration of how artificial intelligence (AI) is reshaping the marketing landscape in one of Europe’s leading economies. In partnership with Kantar, this report analyses current trends, challenges, and opportunities surrounding AI adoption in marketing across Germany.

As businesses navigate today’s rapidly evolving digital environment, AI has become essential for staying competitive and driving innovation. Germany’s technological foundation provides a strong platform for the implementation of AI-driven marketing strategies. Our findings highlight AI’s pivotal role in improving customer experiences, personalising campaigns, and boosting operational efficiency.

This report offers strategic insights and actionable recommendations to help organisations maximise their AI potential. By addressing key trends and challenges, we aim to equip marketers with the tools needed to fully embrace AI, ensuring long-term success in a fast-changing digital world. Explore with us the transformative power of AI in Germany’s marketing sector, and imagine a future where AI fuels more personalised, efficient, and impactful marketing.

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State of AI in marketing: AI Trends & Actionable Insight

Nam Nguyen — Fri, 28 Jun 2024 01:08:19 +0000

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July, 2024

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9.29MB

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2024

AI in marketing

apac

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The "State of AI in Marketing 2024" report from MMA Global APAC, in collaboration with Punctuate.Inc provides an in-depth analysis of how businesses across the Asia-Pacific (APAC) region are embracing and adapting AI in their marketing strategies. Drawing from extensive survey data, this report explores the current state of AI adoption, the challenges faced by companies, and the innovative applications driving success.

Key findings reveal that many businesses are at varying stages of AI adoption, with 36.96% in the experimentation phase and 36.02% in partial integration. These figures highlight the significant strides companies are taking towards leveraging AI to enhance their marketing efforts. However, the main obstacles to AI adoption include the need for skill and training (62.42%) and the high costs associated with AI technologies (31.06%). To overcome these challenges, the report emphasizes the importance of investing in workforce development and managing the financial aspects of AI integration.

Moreover, the report highlights the substantial impact of AI in driving personalized consumer experiences, enhancing data analytics for better decision-making, and automating customer interactions. Specifically, 50.31% of respondents use AI for personalized recommendations, 57.45% leverage AI for customer insights and analytics, and 62.11% employ AI-powered chatbots to streamline customer service.

Through detailed insights and practical examples, this report aims to guide marketers in effectively integrating AI into their strategies, driving sustainable development and competitive advantage in the dynamic APAC market.

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State of AI in marketing in Vietnam 2024

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Guide

State of AI in Marketing in Vietnam 2024

Nam Nguyen — Tue, 25 Jun 2024 08:22:33 +0000

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June, 2024

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8.06MB

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AI in marketing

report

vietnam

Welcome to the "State of AI in Marketing in Vietnam" report, a comprehensive look at how Artificial Intelligence (AI) is transforming marketing in one of Southeast Asia’s most dynamic markets. Produced by MMA Global and Decision Lab, this report explores current practices, challenges, and future opportunities in AI marketing adoption in Vietnam.

In today’s fast-paced digital era, AI integration is essential for business growth and competitiveness. Vietnam’s technological readiness positions it well for AI-driven marketing strategies. Our research underscores AI's crucial role in enhancing customer insights, personalizing marketing, and driving growth.

This report provides strategic guidance, offering insights and recommendations to help businesses effectively integrate AI. By addressing key trends and challenges, we aim to equip marketers with the knowledge to leverage AI fully, ensuring their success in a continually evolving digital landscape. Join us in exploring the transformative impact of AI on Vietnam's marketing sector, and envision a future where AI leads to more efficient, personalized, and impactful marketing.

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Aligning Engagement Metrics in Advertising

Nam Nguyen — Mon, 15 Apr 2024 07:57:58 +0000

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April, 2024

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metrics

report

vietnam

In the dynamic realm of digital advertising, the Modern Marketing Association (MMA) embarked on a pioneering project with the aim to standardize engagement metrics—a keystone for evaluating campaign effectiveness and ensuring equitable evaluation of awards entries. This comprehensive guide captures the journey of the Engagement Metrics Project from its ambitious beginnings to its pivot – a pragmatic decision made in the face of the industry's complex digital ecosystem particularly with video metrics. Herein, we present the findings, challenges, and the MMA's strategic recommendations for aligning engagement metrics with business objectives, thus enabling a fair and consistent benchmarking across the advertising landscape.

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Creative Effectiveness