The MMA, the global trade group led by CMOs architecting the future of marketing, today released the first ever Multi-Touch Attribution (MTA) Journey Map, reinforcing marketing measurement as a top industry priority.
With a steering committee of 25+ MMA marketer members who have deployed and experienced MTA's impact firsthand, together with measurement industry expert
"How well we measure marketing determines the success of our brands, their contribution to our businesses and frankly the esteem of our profession," said
The MTA Journey Map is a culmination of work developed under MMA's marketer-led MATT initiative (Marketing Attribution Think Tank) to define the future of marketing measurement and is the most comprehensive body of unbiased industry work created by and for marketers to help them think of measurement differently and align it more closely to their business objectives.
"MTA is essential for advertisers to win in the highly-fragmented, data-enriched, multi- platform, and connected marketing world of today. While the majority of marketers agree MTA is clearly the future, they have struggled to adopt it successfully because of its complexity, coupled with a lack of experience or the required analytics capabilities needed for MTA. This is both holding back marketing's impact as well as a marketer's contribution to business goals," said
Marketing programs influenced by MTA are said to boost campaign performance by +20-30% and MMA's proprietary public Cross Marketing studies (SMoX) have seen similar gains, reaching as high as +150% by simply optimizing marketing mixes. MTA is able to optimize within media (e.g., mobile audio, mobile display, mobile video, etc.) not just between media, such as TV, Magazines, Mobile, Digital, etc. This will become an even bigger issue as TV becomes addressable.
"The marketers that settle for lesser measurement (such as the more accepted Media Mix Modeling-MMM) lose competitive advantage to those that have MTA in part because MTA deals with a deeper level of insight as to the value of brand messages, formats, channels and touchpoints," added Stuart. "Understanding this level of complex cross-platform user level data changes the game for marketers and their business."
The MTA Journey Map outlines the five key stages to successful MTA deployment as well as a detailed set of assessments and actions needed at each stage:
* Stage 1: Initiate MTA Process - This stage involves understanding the benefits of MTA to your organization, determining scope, identifying key stakeholders, and gaining internal agreement to move
* Stage 2: Establish Data Readiness - This stage involves determining whether you have the necessary data, especially conversion data, to allow MTA models to be
* Stage 3:
* Stage 4:
* Stage 5: Full Deployment - MTA is fully integrated into your media planning
The marketers involved in the development of the Journey Map anecdotally suggest the Journey Map will likely help advertisers accelerate their own deployment by at least 6-8 months.
"Having led several MTA implementations, I know from experience both how complicated MTA is but also how impactful it can be for ROI. I applaud the MMA for its ongoing commitment to documenting a clear process for marketers to help make it easier for them to make the leap into the future", said
The brands involved in MATT include:
In addition to publishing and promoting the MTA Journey Map, the MMA will host a series of webinars to further help marketers track the end-to-end MTA journey and master the specifics of each stage. The first webinar will be held on
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About the MMA:
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. Anchoring the MMA's mission are four core pillars; to cultivate inspiration by driving innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for marketing organizations through fostering know-how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI measurement; and to advocate for mobile marketers.