DMA digested: Our key takeaways from the Singapore conference

The inaugural DMA (Data | Marketing | Analytics) conference in Singapore saw 120 attendees take a dive deep into data issues affecting the marketing industry. Here’s a wrap-up of the day’s key takeaways.

From left: Travis Teo and Ranji David

The ROI roadblocks of data

World Federation of Advertisers marketing director Ranji David shared insights from the organisation’s recent market survey, highlighting the three roadblocks to ROI when it comes to data.

  • Media attribution “The lack of effective attribution for media, especially digital.”
  • Aligned metrics “Alignment on metrics that drive business and are acceptable to agencies.”
  • Data “Incomplete data...

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