MMA Multi-Touch Attribution (MTA) Journey Map | Mobile Marketing Association
Release Date: 
October, 2019

The Multi-Touch Attribution (MTA) Journey Map is an end-to-end guide on how to launch a successful multi-touch attribution (MTA) initiative at your organization. In order to apply MTA with success, a methodical journey must be followed, with distinct stages and components. Using feedback gained through Marketing Attribution Think Tank (MATT) working groups, five distinct stages have been identified as part of the journey, each with five common components. Marketers can use the journey map to determine their organization’s stage in the journey and understand steps forward to achieve successful MTA deployment. And at each stage in the journey, a tailored list of MTA acceleration tools are prescribed based on your specific point-in-time need. To help clarify the path to success, the Journey Map outlines five key stages to successful MTA deployment, including:

  • 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 forward.
  • Stage 2: Establish Data Readiness – This stage involves determining whether you have the necessary data, especially conversion data, to allow MTA models to be created.
  • Stage 3: Setup First MTA Project – This stage involves setting up your first MTA project, including brand and campaign selection, as well as selection of MTA provider.
  • Stage 4: Implement First MTA Project – This stage involves implementation of your first MTA project, including evaluation of the performance of your MTA provider and value of MTA tor your organization.
  • Stage 5: Full Deployment – MTA is fully integrated into your media planning process.
Download the journey map and detailed guide to accelerate your momentum forward in the MTA journey.

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Agency: A company that provides strategic, creative or media buying and related services to marketers.
Marketer: A company that sells its products directly to consumers and businesses and buys marketing services to achieve its goals. Company must also not fit into any of the other sales definitions.
Carrier/Operator: A mobile network operator that provides voice and/or data services.
Enabler: A solutions provider offering technology and services that enables and supports mobile marketing.
Associate: Companies or organizations that do not generate revenue from mobile, but are integral to the development of the mobile industry. (i.e. trade associations, legal firms, consulting agencies, etc.)
Seller: Companies that create and/or promote media and content or broker the sale and distribution of mobile advertising.