MMA / Marketing + Media Alliance - Data

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MEA, Türkiye

mma_academy_-_retail_media_measurement_made_easy.pdf

Marketing Growth

Marketing Organization

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MMA Research

Attribution & Data

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Content Type:

Report

Marketing Arena:

Data + CX

Knowledge Center

Retail Media Measurement Made Easy: A Guide

Serkan Karaman — Wed, 04 Feb 2026 11:40:51 +0000

Released:

February, 2026

File Size:

4.6 MB

Keywords:

measurement

retail

retail media

Advancing Knowledge.

Empowering Our Community. Shaping the Future of Marketing.

As part of MMA Academy’s ongoing commitment to elevate the marketing and media ecosystem, we are proud to launch the

MMA Academy Whitepaper Series: A curated collection of expert contributions designed to foster shared learning, encourage dialogue, and advance industry-wide understanding of emerging opportunities and challenges.

This series reflects our mission to give back to the community by creating an accessible platform where members can share their expertise, research, and insights for the benefit of the entire industry. Each whitepaper in this series is developed in collaboration with MMA member organizations, offering diverse perspectives that contribute to collective growth. While these papers are authored by our members, they represent educational contributions to the community, not brand endorsements.

Our vision is rooted in:

- Knowledge Sharing: Providing marketers with practical frameworks, strategic guidance, and real-world applications.

- Community Empowerment: Enabling professionals at all levels to access high-quality learning resources.

- Thought Leadership: Amplifying the voices, research, and innovative thinking of our global network.

About this edition

This inaugural edition features insights contributed by Odette Van Wyk (MMA SA Retail Media Taskforce Leader) from Resonate Consulting, focusing on retail media measurement and the path toward more transparent, actionable evaluation frameworks. Their contribution exemplifies the spirit of this series; members sharing expertise to strengthen the entire marketing community.

As MMA Academy, our goal is to support and accelerate this exchange of knowledge so marketers everywhere can benefit from the collective intelligence of our ecosystem.

Education Section:

Guidelines

Document Not Released Yet:

Region:

MEA, South Africa

Marketing Growth

Marketing Organization

buzzmetrics_x_mma_vietnam_facial_skincare_report.pdf

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Retail Media

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Tags:

retail media

retail

Measurement

Content Type:

Whitepaper

Marketing Arena:

Measurement

Knowledge Center

Tools & Playbooks

[MMA X BUZZMETRICS] Vietnam Facial Skincare Report

Nam Nguyen — Tue, 20 Jan 2026 09:47:42 +0000

Released:

November, 2025

Vietnamʼs facial skincare industry is entering an important transition phase, as growth is no longer driven by intensive treatments or complex routines, but increasingly revolves around the need to maintain healthy, stable, and long-term skin conditions.

This shift is happening simultaneously across both the market and social media discussions, clearly reflected in how consumers approach, select, and use skincare products.

In this context, the report Vietnam Facial Skincare Market Shifts & Evolving Consumer Demands 20242025 is conducted to synthesize and analyze millions of user discussions combined with market data, thereby explaining how skincare demand in Vietnam is shifting, as well as the factors truly driving consumer behavior in this new phase of the skincare industry.

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B2B Marketing

Content Marketing

buzzmetrics_x_mma_matcha_on_social_media_connecting_with_users_through_matcha_enjoyment_trends.pdf

Social Media

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[MMA X BUZZMETRICS] Matcha on Social Media_Connecting With Users Through Matcha Enjoyment Trends

Nam Nguyen — Thu, 08 Jan 2026 14:22:38 +0000

Released:

November, 2025

This report explores the evolving landscape of Matcha conversations on Vietnamese social media in 2025, where trends, user behaviors, and brand activity reveal both momentum and limitations. With nearly 3.8 million social mentions across multiple platforms within 2 years, matcha has become a daily topic driven largely by users and online communities rather than brand-led initiatives.

By analyzing these conversations, the report uncovers how people in Vietnam are incorporating Matcha into everyday routines - from drinks and desserts to perceived health benefits - while brands remain at varying stages of participation and relevance. It highlights user expectations, category interest, and the gap between buzz and sustained demand, offering a clear snapshot of where Matcha stands today and how the trend may evolve.

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B2B Marketing

Content Marketing

buzzmetrics_x_mma_fashion_insight_in_peak_season_knitwear_category.pdf

Social Media

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[MMA X BUZZMETRICS] Fashion Insight In Peak Season - Knitwear Category

Nam Nguyen — Tue, 16 Dec 2025 16:04:41 +0000

Released:

November, 2025

The Knitwear category has firmly established its dominance in Vietnam's cold-weather social media landscape, particularly driven by Northern demographics. However, the market is currently defined by a significant strategic ension: consumer demand for quality and durability remains high, while many brands are reliant on deep discounts to drive seasonal volume. This report is structured to decipher this conflict by analyzing dual purchase drivers functional warmth and emotional gifting) and core consumer material anxiety (such as pilling and shape retention).

Ultimately, the insights gathered across Category Understanding, Consumer Discussion, and Strategic Case Studies are designed to help brands escape the price trap and successfully build sustainable brand equity through authentic material storytelling and value creation.

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B2B Marketing

Content Marketing

buzzmetrics_ai_on_social_media_1.pdf

Social Media

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A.I on Vietnam Social Media

Nam Nguyen — Thu, 06 Nov 2025 04:54:25 +0000

Released:

August, 2025

File Size:

7.5 MB

From viral tools like ChatGPT to everyday learning hacks, A.I. has become part of Vietnam’s digital lifestyle. This Buzzmetrics x MMA report decodes over 3 million social media discussions to reveal how A.I. is shaping consumer behavior, influencing marketers, and entering business conversations. Discover where Vietnam stands today on the A.I. journey — from casual curiosity to strategic integration.

Education Section:

Educational Documents

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