We wanted to understand where brands in APAC currently stand in their data and tech maturity. The region's diversity makes it particularly interesting to explore, and we were eager to understand how different brands across different markets approach, manage, and deploy data and tech for marketing.
Another key focus was understanding how different factors impact data and tech maturity. Does it vary by market, brand size, brand coverage, or whether decisions are made locally or globally? These insights are critical to tailoring solutions that fit different organisations' needs, particularly in a region as diverse as APAC.
At the same time, we wanted to see what's working well - what approaches are helping brands succeed and drive meaningful outcomes. We were particularly interested in identifying what's holding brands back. Are privacy concerns or high costs creating barriers?
Ultimately, we hope this research provides actionable insights and helps brands in APAC benchmark their capabilities and advance with confidence in today's digital environment.
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