Consumer data helps 54% of Indian marketers drive better … – Ernst & Young


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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.’’
Data types and uses:
ROI measurement and attribution:
Capabilities and skills:
Data ownership, governance, and integration:
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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About EY
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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.
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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.

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About EY
EY is a global leader in assurance, consulting, strategy and transactions, and tax services. The insights and quality services we deliver help build trust and confidence in the capital markets and in economies the world over. We develop outstanding leaders who team to deliver on our promises to all of our stakeholders. In so doing, we play a critical role in building a better working world for our people, for our clients and for our communities.
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. For more information about our organization, please visit
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This material has been prepared for general informational purposes only and is not intended to be relied upon as accounting, tax, or other professional advice. Please refer to your advisors for specific advice.
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