MMA / Marketing + Media Alliance - Data + CX

Marketing Growth

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Guide

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Middle East & Africa, Türkiye

Peak Season Playbook

Serkan Karaman — Thu, 11 Jun 2026 08:59:43 +0000

peakseason_playbook.pdf

Released:

February, 2026

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2026

MMA MEA

Türkiye

playbook

retail media

Peak Season Playbook is a strategic retail media guide built for Türkiye's overlapping peak periods: Valentine's Day, Ramadan, Mother's Day, Back-to-City, and Legendary November. Each period carries distinct consumer behavior, a distinct funnel, and a distinct measurement reality. A one-size-fits-all approach burns budget fast.

Co-created with Hepsiburada and Mimeda and drawn from the "Special Days, Special Strategies in Retail Media" webinar (March 11, 2026), the playbook covers redefining peak seasons as data-driven needs clusters, 1st party data targeting with 7/28-day predictive models, creative as a decision facilitator built on the 2-second benefit rule, and iROAS-based incrementality measurement, since classic ROAS can inflate campaign success by up to 40%. Case studies from Philips Versuni, Terem, Selpak, and Philips OneBlade show the framework in action, closing with a 5-axis roadmap for 2026 and beyond. Published in Turkish.

Peak Season Playbook, Türkiye'nin üst üste binen pik dönemleri için hazırlanmış stratejik bir perakende medya rehberidir: Sevgililer Günü, Ramazan, Anneler Günü, Şehre Dönüş ve Efsane Kasım. Her dönemin tüketici davranışı, huni kurgusu ve ölçüm gerçeği farklıdır. Tek tip yaklaşım bütçeyi hızla tüketir.

Hepsiburada ve Mimeda ile birlikte hazırlanan ve "Perakende Medya'da Özel Günler Özel Stratejiler" webinarından (11 Mart 2026) derlenen rehber şunları kapsıyor: pik dönemlerin veri odaklı ihtiyaç kümeleri olarak yeniden tanımlanması, 7/28 günlük tahminleme modelleriyle 1st party data hedefleme, 2 saniye kuralı üzerine kurulu "karar kolaylaştırıcı" kreatif yaklaşımı ve iROAS odaklı artımlı ölçüm. Klasik ROAS kampanya başarısını %40'a kadar şişirebiliyor. Philips Versuni, Terem, Selpak ve Philips OneBlade vakaları çerçeveyi sahada kanıtlıyor. Rehber, 2026 ve ötesi için beş eksenli bir yol haritasıyla kapanıyor.

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DATT Insights & Resources

The State of Marketing Analytics

MMAGlobal — Tue, 07 Apr 2026 21:52:33 +0000

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The question is no longer whether marketing organizations measure — it’s whether that measurement changes anything.

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Report

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How Marketers Make Decisions: The State of Marketing Analytics

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Global

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Marketing measurement has reached an inflection point. After years of investment in analytics tools, platforms, and data infrastructure, the question is no longer whether marketing organizations measure. It’s whether that measurement changes anything.

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Tuesday, April 7, 2026 - 5:30pm EDT to Monday, July 6, 2026 - 5:30pm EDT

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The State of Marketing Analytics

Intelligence & Trends

How Marketers Make Decisions: The State of Marketing Analytics

MMAGlobal — Tue, 07 Apr 2026 21:26:57 +0000

Released:

April, 2026

File Size:

2.94 MB

This study surveyed 103 senior marketers across North America to understand the state of marketing analytics and decision-making. The findings reveal a pattern that cuts across industries and company sizes: most marketing organizations have reached a level of analytics capability that is functional but not yet strategic. KPIs are consistent but primarily used for reporting; only 30% of marketers trust them enough to drive strategy. Data is consulted in decision-making, but only 29% can trace decisions back to a data-supported rationale. Analytics capabilities are growing in sophistication, but just 22% describe them as robust. Across governance, data trust, attribution, and data unification, roughly half the sample sits in a “partial” or “moderate” tier, enough to operate, not enough to lead.

Within this landscape, a segment of Advanced Marketers (29% of the sample) stands apart, not because they use different tools, but because they’ve built fundamentally different organizational infrastructure. They are twice as likely to trust their data at face value (70% vs. 36%), nearly twice as likely to use KPIs for strategic decision-making (57% vs. 30%), and significantly more likely to have established cross-functional CLV ownership between marketing and finance (53% vs. 35%). Their advantages compound: better governance leads to higher data trust, which enables more strategic use of measurement, which drives better decisions. These organizations didn’t leapfrog the rest with technology. They invested in the less visible, harder-to-build structures, dedicated analytics resources, formal data governance, and collaborative ownership models that make technology productive.

The study also surfaces differences between B2B and B2C organizations. B2B marketers are more likely to measure ROI at the customer level (53% vs. 32%), center their success metrics on lead generation (50% vs. 32%) and lean harder on third-party enrichment (60% vs. 45%). B2C has built stronger cross-functional collaboration on CLV (41% vs. 20%), the one dimension where B2C clearly leads. Neither side has a definitive advantage; they carry different strengths and different blind spots.

The implication for marketing leaders is that the next wave of analytics maturity will not come from better tools or more data. It will come from organizational decisions, where to place dedicated resources, how to govern data, who co-owns the metrics that matter. The distance between the advanced and the rest is not a just technology gap. It is a leadership gap.

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Intelligence & Trends

Veri Olgunluğu Raporu 25 | Türkiye

Serkan Karaman — Tue, 17 Feb 2026 06:26:04 +0000

data_maturity_tr_25.pdf

Released:

February, 2026

File Size:

8.06MB

Keywords:

MMA MEA

Türkiye

report

Bu rapor, Türkiye’deki kurumların veri olgunluğunu uçtan uca değerlendirerek mevcut durumun gerçekçi bir fotoğrafını çıkarıyor; veri stratejisi, yönetişim, altyapı, analitik/AI yetkinlikleri ve organizasyonel sahiplenme gibi boyutlarda güçlü yönler ile kritik boşlukları ortaya koyuyor. Raporda ayrıca sektörel eğilimler ve en iyi uygulama örnekleri üzerinden “veriyle büyüme” için pratik bir yol haritası sunuluyor; ekiplerin ortak bir dilde konuşmasını sağlayarak önceliklendirme, yatırımları doğru yapılandırma ve ölçülebilir ilerleme takibini mümkün kılıyor.

ENG
This report provides a realistic snapshot of organizations’ data maturity in Turkey through an end-to-end assessment, highlighting strengths and critical gaps across dimensions such as data strategy, governance, infrastructure, analytics/AI capabilities, and organizational ownership. It also offers a practical roadmap for “growth through data” based on sector trends and best practices, enabling teams to speak a common language, prioritize actions, structure investments correctly, and track measurable progress.

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DATT - Data + CX Think Tank

MMAGlobal — Fri, 13 Nov 2020 18:00:09 +0000

What is DATT?

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Greg Stuart, CEO of MMA Global

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Data is a significant part of the marketing budget and has increased in strategic importance. However, the data ecosystem is in state of rapid change with constantly changing dynamics and increased regulation.

DATT’s Mission

DATT is a Community dedicated to building exceptional customer experiences, the marketing strategy with the strongest evidence for delivering financial outcomes, supported by touchpoint data mastery, proven by experiments, and powered by AI.

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The State of Marketing Analytics

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Data maturity 2023 – Two years later.

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CX Maturity Assessment

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State of Data Privacy

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State of Generative AI in Marketing

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State of AI in Digital transformation - MMA's CDO Benchmarking Study

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The State of AI in Marketing and CX

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Changes Are Coming. Are Marketers Ready?

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DATA Maturity Assessment

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Helping brand marketers apply data with greater confidence resulting in better marketing outcomes and greater business impact

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