Press release

28 Nov 2022 Mumbai, IN

Consumer data helps 54% of Indian marketers drive better marketing decisions: MMA-EY consumer data survey

Mumbai, 17 November 2022. Consumer data helps 54% of Indian marketers drive better marketing decisions according to the MMA-EY consumer data survey.

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EY India

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  • IVCA EY Monthly PEVC Roundup October 2022

  • 78% of marketers saw a lift in marketing efficiency due to leveraging consumer data
  • 73% of Indian organizations rely on a blend of first party (1P) and third party (3P) data for marketing activities.
  • Organizations are moving toward enriching their 1P data through communities, advocacy, and contextual targeting
  • 35% of the organizations have extensively used attribution data
  • Cross channel retargeting and personalisation could be the next use cases to be leveraged by marketers. Currently, only 3-4 out of 17 potential use cases are explored by 50% of the marketers.

Mumbai, 17 November 2022: There is a rise of Indian marketers leveraging consumer data for marketing activities according to the second edition of the MMA-EY consumer data survey 2022 titled “Leveraging Consumer Data for Marketing. In 2022, 54% of marketers leveraged consumer data for marketing activities compared to 42% in 2021.

Amiya Swarup, Partner, Marketing Advisory Services, EY said, “Marketers need to focus on developing solid decision-making processes. While data consumption and collecting have significantly risen across industries, there is still a gap in the chain that connects data to decision-making. The MMA-EY Consumer Data Survey found that 50% of marketers only look at three to four of the 17 possible uses for customer data. Although most marketers recognized the value of using consumer data for marketing purposes, there is still a critical need for a robust attribution model.”

Moneka Khurana, Country Head and Board Member, MMA India stated, “The evolving consumer habits, omnichannel and personalization as a focus has led to a data explosion. A key competitive advantage for organizations. MMA’s constant endeavor is to equip marketers with the right knowledge backed by credible research and insights to help them successfully achieve desired business outcomes. With our partner, EY, we surveyed more than 170 CEOs and CMOs across various sectors to understand the trends amongst the CXO community on consumer data strategy and critical success factors. This report offers a deep dive into the world of data maturity and best practices to guide marketers and provide them with toolkits to ace their data marketing journey.’’

Key highlights

Data types and uses:

  • 73% of Indian organizations relied on a blend of first party (1P) and third party (3P) data for marketing activities.
  • Most marketers believe that data breadth, depth, and quality gaps need addressing to enable optimal use of data for decision-making.
  • Only 1 of 3 marketers use personal data for cross sell and competitor analysis
  • 57% of organizations used and activated personal-level consumer data more optimally. However, 56% of Indian marketers had gaps in consumer data leading to difficulties in data-driven decision-making.
  • Comparing industries reveals that the automotive industry, at 80%, was the most active in using consumer data, followed by retail and e-commerce at 75% and media and entertainment (M&E) at 64%.

ROI measurement and attribution:

  • Organizations are moving toward enriching their 1P data through communities, advocacy, and contextual targeting.
  • 38% of Indian marketers saw performance and growth, and 36% saw brand building as the key focus areas for organizations.
  • 52% of marketers have adequate strategies and policies on contextual and publisher targeting and 1P data collection.
  • While Consumer packaged goods (CPG) organizations spent 48% of their marketing expenditures on brand building, followed by healthcare and pharmaceutical organizations (46%). Automobile, education, technology, and travel & hospitality industries spent nearly half of their marketing budgets on performance and growth.

Capabilities and skills:

  • 79% of respondents had established or outsourced best-in-class martech capabilities.
  • 100% of retail and e-commerce, Telecom and Automobile companies said they had either industry leading or developed martech capabilities.
  • Analytics and data science are two competencies that marketers have prioritised to stay ahead of the competition while Automation and AI and identity management were the least developed martech capabilities.
  • Access to advanced analytics and data science resources was adequate for only 40% of Indian marketers.

Data ownership, governance, and integration:

  • Although Indian marketers outlined ownership and management strategies for 1P consumer data, there was little / no integration of 1P and 3P data, limited staff access to data, and no cross-fishing regulations.
  • With limited employee access, 55% of Indian marketers have little to no integration of their 1P and 3P data.
  • 84% of respondents agreed they had suitable rules and practices to protect consumer data.
  • 38% of Indian organizations had cross-fishing rules for sharing consumer data between brands, a rise from last year.

MMA-EY consumer data survey conducted among 170 CEOs and CMOs across sectors revealed insights on the current state of the required data capability, gaps, and challenges in India.

"The MMA EY Leveraging Consumer Data Report 2022" was unveiled at the MMA Data Unplugged event in Mumbai on 16 November 2022.

Download the full report here:

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Notes to Editors

About EY

EY exists to build a better working world, helping create long-term value for clients, people and society and build trust in the capital markets.

Enabled by data and technology, diverse EY teams in over 150 countries provide trust through assurance and help clients grow, transform, and operate.

Working across assurance, consulting, law, strategy, tax, and transactions, EY teams ask better questions to find new answers for the complex issues facing our world today.

EY refers to the global organization, and may refer to one or more, of the member firms of Ernst & Young Global Limited, each of which is a separate legal entity. Ernst & Young Global Limited, a UK company limited by guarantee, does not provide services to clients. Information about how EY collects and uses personal data and a description of the rights individuals have under data protection legislation are available via EY member firms do not practice law where prohibited by local laws. For more information about our organization, please visit

This news release has been issued by EYGM Limited, a member of the global EY organization that also does not provide any services to clients.

About MMA

Comprised of over 800 + member companies globally and 15 regional offices, the MMA’s mission is to enable marketers to drive innovation, enduring business value and stronger consumer engagement in an increasingly dynamic and e-connected world. Led by CMOs, the MMA helps marketers lead the imperative for marketing change – in ways that enable future breakthroughs while optimizing current activities.

Anchoring the MMA’s mission are four core pillars; to cultivate inspiration by driving innovation for the Chief Marketing Officer; to build marketing capabilities for marketing organizations through fostering know-how and confidence; to champion the effectiveness and impact through research providing tangible ROI measurement; and advocacy.

MMA India is the only marketing trade association that brings together the full ecosystem of marketers, tech providers and sellers to work collaboratively to architect the future of marketing, while relentlessly delivering growth today. For more details on MMA India, check or visit Twitter, Instagram & LinkedIn @MMA_APAC,, and MMA APAC.

About the Study

This report reflects the findings from our survey of CEOs and CMOs. The results of the survey, including sectoral analysis, will therefore be impacted by the type and nature of respondents and their level of maturity

Responses received from survey respondents have not been verified. They were collated and aggregated (or averaged where required) to provide analysis. Responses of “don’t know” were removed to determine percentages. Responses were grouped based on the sector selected by respondents. The survey was administered during May to July 2022.