The Marketing Attribution Think Tank (MATT) is a community of marketing and analytics leaders, committed to measurable impact and accountability by advancing people-based approaches in media measurement and throughout the entire process of planning and buying.
One goal of MATT is to help marketers select and apply Multi-Touch Attribution (MTA) with confidence.
MTA is the science of using advanced analytics on user-level data to allocate proportional credit across a granular list of online and offline marketing touchpoints. MTA replaces outdated reach-based models through scientific ROI decision making.
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.
Exclusive MATT member session on the new Outcome-Based Marketing 2.0 (OBM2) research. Session took place on November 18th, 2020 and served as a deep-dive on the mathematics behind the framework and how to apply as an attribution practitioner.
Step-by-step guide to launch a successful multi-touch attribution (MTA) program, from inception through full deployment. Determine at what stage your organization is currently within the journey map to access specific acceleration tools most relevant to you.
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 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.
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.
Whitepaper produced by Joel Rubinson, MMA’s resident attribution SME, using CPG campaign data from three major US brands. This research tests the principle of recency and indicates that digital advertisements are most effective right before a consumer is about to buy a product.
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 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.
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 Future of Multi-Touch Attribution (MTA) Data Identifiers working group. Please see more information on this group and how to join, below.
The fuel for MTA is user level data. Unfortunately, a fuel shortage is on the horizon with looming changes to the data ecosystem. This working group will be dedicated understand these challenges, as well as re-establish a winning data strategy aimed to maintain the value of MTA and all data driven marketing.
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 real power of MATT comes from the collective brands and minds we bring together for facilitated discussions, futuristic design, and asset creation. This is a truly collaborative approach to solving some of the biggest challenges in marketing attribution. Our participating members are listed below.