For the past five years, MMA Global's Marketing Attribution Think Tank (MATT) has conducted an annual State of MTA Benchmark Study, sourcing insights from senior marketers in North America from October 2020 to May 2021. This year’s study found that while MTA adoption dropped 5 percent YoY, there was a 14 percent increase in the Net Promoter Score (NPS) of MTA providers, signaling the capabilities and experience of marketing organizations are the key to unlocking MTA’s potential value. Driving the increase in NPS was accumulated experience of marketers with attribution, as now nearly 60 percent of marketers have worked with at least one MTA vendor and 40 percent have worked with more than one, providing those marketers with the experience needed to effectively assess and apply the best solutions for this organization.
In an Era of Accelerated Digital Transformation the Promise of Multi-Touch Attribution Persists, but the Struggle is Real
Data and Organizational Challenges Prevent MTA Adoption