MATT at its core is a community of marketing industry leaders, including marketers, attribution experts, academics, and other thought-leaders in the marketing ecosystem. MATT was formed to rethink the world of marketing attribution and provide better measurements, tools, and confidence in connecting marketing to business outcomes.
This first initiative of MATT is Multi-Touch Attribution (MTA). Multi-Touch Attribution is the science of using advanced analytics, on user level data, to allocate proportional credit, across a granular list of marketing touchpoints across many, and hopefully all, online and offline channels, leading to a desired customer outcome.
Our goal for the MTA initiative is to give marketers the confidence and knowledge they need to properly select and apply MTA solutions within their organizations.
MTA is an analytical method to distinguish what's working when dozens of marketing activities and approaches are occurring at the same time in order to estimate what is driving incremental lift.
MTA gives weight to all touchpoints, not just last touch, that are proven to correlate to business outcomes.
MTA calculates the probability that a user will convert (brand, sales, other) based on exposure to a combination of marketing activities based on modeling the behavior of individual users.
While some ‘tech-centric’ marketers have built their own solutions, most use one of 20 MTA providers that might work with the media agency and DMP to construct the necessary data connections.
Hard. Largely because marketers don’t have a data strategy in place and there is a lot of complexity to setting that up. There is a need to test all the connections and there are a lot of issues with getting good data, especially in light of the walled gardens, sources of sales data and more.
MTA also suffers from a lack of trust when it produces results contrary to MMM because the ways of determining the validity of MTA output are evolving.
MTA is built to guide marketers to hit the bullseye of right consumer, right time, right message, right screen, to improve marketing return. There is no other approach built from the ground up to reflect what makes marketing different in a data driven digital age.
MTA also encourages better marketing. It gives credit to up-steam/top of funnel activities that deserve credit. Without this, e.g. by using last touch, marketers would be falsely guided to purely promotional and tactical messages, mortgaging a brand's equity and its future.
MATT (Marketing Attribution think Tank) is comprised of marketing and analytic leaders dedicated to creating tools that help marketers “select and apply MTA with confidence”, driving growth through proper allocation of media dollars.
If you are interested to help shape the future of MTA, we encourage you to join one of our working groups. We are currently recruiting for the What CMOs Need to know working group. Please see more information on this group, and how to join, below.
This working group will help identify the information CMOs most need to know in order to drive MTA within their organization. The goal will be to develop a series of short briefs aimed to help set the agenda for MTA, including data readiness, media allocation, and supporting organization structure.
This working group of marketers and industry partners identified challenges and obstacles marketers faced in the MTA process. Through this collaboration, this group was able to map out marketers’ MTA journey, from the stage of no involvement with MTA, to successful deployment.
This group tackled the challenges marketers face in accessing user level data, essential to proper MTA analysis. The group focused on the impact of new GDPR regulations ad the workarounds available to achieve successful MTA.
This group addressed issues and questions around data trustworthiness. Out of this effort, the group helped produce the MMA MTA Data Map, MTA Data Acquisition RFI Template, MTA Data Strategy Guide, and a MTA Tactical Success Guide. These assets were immediately leveraged by working group members, and are now available to all MMA members.
The MMA MTA DataMap is a concise reference tool that visualizes all of the data needed, giving brands a clear picture of how datasets can interact and be integrated for successful MTA execution.
The Multi-Touch Attribution Assessment and Landscape Report helps marketers simplify the process of selecting an MTA provider and educates marketers on how to apply their selected partners to really drive business objectives. By way of articulating the case for Multi-Touch Attribution, in addition to evaluating providers, we hope this study will build confidence and adoption for the methods you choose within your organization.
The MTA Data Strategy Guide is a members-only, comprehensive planning manual designed to help marketers secure, organize and manage quality data.
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.
As the leading trade group for the marketing industry, the MMA is pleased to announce the next phase in our critical attribution initiative focused on Multi-Touch Attribution (MTA) – the formation of two working groups to dig even deeper into the issues of Walled Gardens and Data Quality and Accuracy.
Due to a variety of data sharing restrictions, obtaining the proper data to execute MTA can be challenging. This report will walk you through the data sharing landscape – and show you workarounds that can help you overcome these challenges and get you the most effective way to reach the full potential of your MTA analytics.
Interactive grid allowing you to select, compare, and contrast the data sharing practices of top publishers. Breaks down data sharing practices, channel-by-channel, providing key information at a glance.
The Mobile Marketing Association’s MTA Data Acquisition RFI™ is an easy to use template specifically designed to assist marketers in evaluating and securing higher quality data. This template is an excellent tactical support document for executing your organization’s MTA strategy. Download it today to find out why.
MMA’s four-part webinar series designed to demystify multi-touch attribution (MTA) will educate marketers and provide guidance in identifying and harnessing the best MTA methods. The webinars shared in-depth MTA modeling techniques and use cases, as well as provide a sophisticated scoring methodology and tools that can be used to fine-tune and accelerate the MTA provider selection process.
As the industry leader in multi-touch attribution (MTA) research, the MMA is pleased to offer members access to our comprehensive benchmark studies tracking the latest trends in MTA adoption and use. To gain deeper insight into marketer’s experience with MTA, download our benchmark surveys here.
As the industry leader in multi-touch attribution (MTA) research, the MMA is pleased to offer members access to our initial comprehensive research study revealing important insights into MTA’s landscape, adoption, and use. To give your organization key into MTA across industries, download the study here.
The real power of the Marketing Attribution Think Tank comes from the collective brands and minds we bring together for facilitated discussions, futuristic design, and document creation. This is a truly collaborative approach to clarifying the many opportunities surrounding MTA and building a bridge to making MTA solutions both a viable and profitable investment. Our participating members and contributors are listed below.