MMA: How loops link data and value to drive brand growth

Research funded by the Mobile Marketing Association (MMA) offers an invaluable insight into the data-driven marketing organization of the future.

Neil Morgan, the PETsMART, Inc. Distinguished Chair in Marketing at Indiana University’s Kelley School of Business, reached out to a Japanese ecommerce platform to find a model of how brand stewards might repair broken marketing organizations.

ZOZO had the best of intentions with its instrument of extreme customer engagement. It offered consumers a bodysuit – the “ZOZOSUIT” – covered in white circular markers. Shoppers would don the spotted apparel, and connecting the dots would then provide exact 3D body measurements.

As J Walter Thompson’s December 2018 “The Future 100: Trends and change to watch in 2019” report...

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