A look at the consumer data strategy across the marketing landscape in India.
In a survey conducted by Mobile Marketing Association (MMA) – EY in India, 58% organizations acknowledged they had gaps in consumer data leading to difficulties in leveraging customer information for decision making. The survey conducted between May and July 2021 revealed insights from marketing leaders of over 150 marketers across sectors assessing the maturity of consumer data strategy across the marketing landscape in India.
1. Data types and uses
A majority of Indian organizations used a blend of First party (1P) and Third party (3P) data for marketing and most marketers were increasing efforts to build 1P data. However, a majority believed that gaps in data breadth, depth and quality needed to be addressed to enable optimal use of data for decision making.