Data Enrichment

Mobilewalla at the MMA and GroupM Modern Marketing Reckoner Report

Mobilewalla is honored to share its industry expertise at the much awaited Modern Marketing Reckoner - Mobile Marketing Association (MMA) India Annual Report.

Modern Marketing Reckoner 

MMA, in collaboration with GroupM, has released this detailed report which acts as a tool for 2021 keeping in mind the new normal consumer behavior and the digital transformation acceleration journey of 2020.

The report focuses on 2 major perspectives: the consumer lens and the marketer lens.

The consumer lens focuses on the theme “Nothing is Certain” and captures the uncertainty and changes happened in 2020 at various levels from the consumer’s point of view. The marketer lens is based on the theme “Everything is Possible” and highlights the strategic pillars of modern marketing which marketers should deploy to not only deal with current uncertainty but is a reckoner, even beyond.

The report includes rich insights on key topics from industry experts, MMA Board & MMA members.

Download your copy of the Modern Marketing Reckoner - MMA India Annual Report here

Industry Expertise on AI and Data

Mobilewalla Founder & CEO Anindya Datta's perspective is published on the Section 3 of the report, 'The Growing Importance of Marketing Tech', page 148 entitled, 'Using Artificial Intelligence and Data to Transform Marketing':

"Artificial Intelligence (AI) and machine learning (ML) underpin many core enterprise operations including those used to help drive business outcomes and grow revenue. This is especially true of predictive modeling, which turns historical data into behavioral insights and predictions about future behavior. While the value of firstparty data in marketing is undeniable, its use in machine learning to build predictive models is less so. That’s because the predictive modeling (PM) process relies on an appropriate breadth and depth of data, that isn’t captured by first party data alone, to train the ML algorithm and generate insights." Continue reading here.

Related Reading: Third-Party Data: The Missing Ingredient in Predictive Modeling Success →

About MMA

The MMA’s mission is to enable marketers to drive innovation and enduring business value in an increasingly dynamic and mobile connected world. Comprised of over 800-member companies globally and 14 regional offices, the MMA is the only marketing trade association that brings together the full ecosystem of marketers, tech providers and sellers working collaboratively to architect the future of marketing, while relentlessly delivering growth today.

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