Education

The Mobile Marketing Association’s MTA Tactical Success Guide is a tool for marketers to determine their organization’s data readiness for employing Multi- Touch Attribution, discussing specific data linking strategies, the value of Unified User IDs and more. It also includes a workbook which allows marketers to examine how their own data might be used in MTA.

The Mobile World Congress (MWC) has proclaimed this year marks the start of a new era. One in which connectivity will reign, ensuring instantaneous access to contents, people, and “things” via smart devices. We hope you like the insights we brought back as the MWC proves that mobile technology is blood, fuel, and connector for all businesses we know and for the new ones to be created in the next few years.​

Developed to help marketers get ahead of the curve in securing, organizing and managing quality data. Most researchers, marketers, and analytics people are not data architects, so this guide ensures that the team understands the data assets it will take to be successful with MTA. Specifically, the guide:

• Provides a section-by-section explanation of considerations that should be taken in the MTA data planning process
• Defines data asset types and relational structures
• Defines linking of different types of data

• What the top mobile signals are for branding, by vertical.
• What signals marketers are employing, based on KPIs.
• How the purchase funnel really works. (Hint: It’s not a funnel.)
• What marketers feel is their biggest challenge when it comes to leveraging data to improve marketing performance.