Highlights | MMA Global


    There’s no denying it; marketing attribution is hard. And it just got a lot harder. With the reality of “data deprecation” due to the elimination of IDFA and third-party cookies looming, MATT Unplugged 2021 sought to console marketers who are afraid of losing touch – make that “multi-touch” – with their consumers once new privacy updates go into effect in 2022. Spoiler alert - it’s not as bad as you think!

    But before the conversation shifted to what the loss of customer identifiers will mean to advertisers, there was much more on the topic of multi-touch attribution to discuss.

    Here are the key takeaways from our four panel discussions:

    Which Marketing Growth Framework is Best? (CMO Panel)


    MATT Unplugged 2021 kicked off with the much-anticipated “CMO Debate Panel” in which CMOs from CVS Health, Bank of America, Zillow, Diageo, and more, discussed the merits and disadvantages of the marketing growth frameworks featured in our Great Debate Series.

    Key Takeaways Include:

    • Understand your customers’ “need state” before you determine how to reach them. (Do they need the product now vs. in the future?)

    • ROI can mean different things to different marketers; flexibility is important.

    • Think about the holistic journey of the customer rather than how to market to them – and engineer relevance at every step of the customer journey.

    • You can’t buy customer attention through advertising, you have to earn it.

    Relief for the Impending “Identity” Crisis

    The next panel included insights from the publisher, agency, advertiser, and provider perspectives on the impact of data deprecation.


    Key Takeaways Include:

    • Less data isn’t always a bad thing; what matters is how we look at it and prepare to house multiple sources of data.

    • We’ve become over-reliant on cookies, and now we can focus on higher quality data.

    • The shift to first-party data will give marketers a chance to focus more on the brand and bring the emotional piece back to make more meaningful connections with consumers.

    • We need to provide better incentives for people to opt in. Ask yourself: What are we providing to the consumer that will make them want to opt in? 

    No Cookies? No IDFA? What’s an MTA Marketer To Do?

    In the next panel, a data scientist and online retail marketer compared experiences to unleash some practical advice on what marketers can do to continue their attribution efforts in a cookieless world.


    Key Takeaways Include:

    • Marketers will be able to do more with less data as we move away from third-party data.

    • We’re moving toward a world where you don’t rely on yesterday’s data to make decisions, we will go out weeks, months, even longer.

    • From challenge comes innovation; changes in the ecosystem are already acting as a springboard for testing new technologies and media assets.

    • Clients are preparing by investing in first-party data and exploring privacy-driven attribution technologies.

    How to Leverage First-Party Data

    MATT Unplugged 2021’s final panel discussion focused on how to unleash opportunities for securing first-party data. This presentation featured expert tips from Thirdlove, Nutrisystem, Casper, and Thistle. These panelists made the future look hopeful for marketers interested in driving opt-ins and delivering more value to their customers – what everyone wants and needs in the current environment.


    Key Takeaways Include: 

    • Marketers are already developing innovative ways to obtain and leverage first-party data. 

    • As part of the onboarding process, capture first-party data by asking questions about customers that let you know more about their needs. Ask the right questions from the start so you can help them out in the future.

    • Gain customer preferences through online/app quizzes. This can help you not only create better products, but expand into other categories, create look-a-like audiences, and leverage data points to enhance your site experience.

    • Bring all of your different data inputs into one CDP system – app, web, etc. – bring it all into one place to see what performance looks like across all platforms. 

    Also heard at MATT Unplugged 2021:

    No Pain, No Gain for Attribution
    Marc Vermut, VP, The Knowledge Lab, Neustar, spoke about how to use integrated, coordinated messaging to deliver experiences. By investing in people, processes, culture, and data/analytics, you can understand what truly resonates with customers to propel them forward. 

    MMA State of the MTA Benchmarking Survey - 2020
    MATT Unplugged 2021 attendees got a sneak peek into where their peers stand on multi-touch attribution. MMA’s Vas Bakopoulos, SVP/Head of Insights & Research, MMA, shared that while some companies (5%) have “taken a step back” from MTA since 2019, 46% feel that MTA is the future of attribution. Click here  

    Forget the Funnel, It’s the “Moveable Middles” That Count
    Joel Rubinson discussed the findings of a foundational study by MMA and Neustar which proves that Outcomes Based Marketing 2.0 outperforms reach-based planning by more than 50% on ROAS. He explained how the “Moveable Middle” (consumers who buy your brand sometimes) is five times more responsive to advertising versus other consumer cohorts. 

    There’s much more to know about marketing attribution and how to survive data deprecation, so view any or all of the recorded sessions. We’ll see you next year at MATT Unplugged!



  • Presentations the MMA has permission to post are available for viewing and download below.
    View the full agenda.

    Wednesday, May 19, 2021


    CMO Debate Panel

    11:10AM- 11:55AM ET

    This debate will include CMO panelists, each in support of one of the presented marketing growth frameworks. The CMOs will debate via a live, in-person or virtual session, discussing the merits and disadvantages of each framework from an executive perspective.

    Norman De Greve, Chief Marketing Officer, General Motors
    Aimee Johnson, Former Chief Marketing Officer, Zillow
    Jim Stengel, President and Chief Executive Officer, The Jim Stengel Company, LLC
    Nuno Teles, President, Diageo Beer Company, USA, Diageo Beer


    Joanna O’Connell, Chief Intelligence Officer, Omnicom Media Group
    Watch the Full Session

    How to Manage Attribution’s Short-Term Pains to Win Big Future Gains

    11:55AM-12:20PM ET

    Attribution is hard. There’s a good chance your organization will have to fix nagging data management challenges and organizational silos before you can expect any MTA solution to work. But with the pressure to survive and thrive in a post-cookie, walled garden world, marketers must have customer-level insights to build a truly customer-first marketing strategy. Join Marc Vermut, VP The Knowledge Lab at Neustar, who sits down with a Fortune50 brand leader to discuss their partnership in building an advanced marketing analytics practice, leveraging MTA to optimize marketing investments, and the roadmap for success any top brand needs to get started on this journey.


    Marc Vermut, VP, The Knowledge Lab, TransUnion
    Watch the Full Session

    MMA State of the MTA Benchmarking Survey- 2020 Edition

    12:35PM-1:00PM ET

    For the last 5 years, the MMA has been surveying marketers to benchmark the latest trends in MTA adoption and use. In this session, MMA’s SVP of Research and Insights Vas Bakopoulos shares the latest results featuring new trends into how marketers are using MTA today, their level of satisfaction and ROI from those solutions and other practices being used in measurement and attribution. He will also discuss challenges in MTA implementation and how the journey to adoption is changing in today’s evolving digital ecosystem and the need for more consumer data privacy and transparency.

    Vassilis Bakopoulos, SVP – Head of Industry Research, MMA
    Watch the Full Session

    Identity Crisis: What The Loss Of Identifiers Will Mean to Advertisers

    1:00PM-1:30PM ET

    The deprecation of cookies and impact of the iOS 14 privacy update is having reverberating effects throughout the advertising ecosystem. As a result, marketers are looking to understand which identity solutions will help them connect identifies across various data silos and future proof their media spend. This panel discussion ponders what identifier marketers will use to transact with in the future, discuss current solutions and media strategies being tested and how to differentiate between identity solutions.


    Shane McAndrew, Chief Data Strategy Officer, U.S., Mindshare
    Nileem Jani, Senior Director US Mobile Carrier Marketing, Samsung
    Michelle Matranga, Director of Attribution & Digital Performance , Ziff Media Group
    Sunil Bhagwan, Former Vice President, Strategy, AppsFlyer


    Nicole Perrin, Principal Analyst, eMarketer, an Insider Intelligence brand
    Watch the Full Session

    How Targeting the 'Movable Middle' Drives Brand Growth

    1:30 PM - 1:45 PM


    Marketers are under a false impression that targeting non- brand buyers via a broad reach media plan is the best way to drive incremental sales and long-term growth. A foundational study by the MMA and Neustar proves this is wrong. Actually, the most productive approach is to target a consumer segment called the Movable Middle. Evidence will be presented as to how this new strategy increases ROAS by 50% AND drives more conversion of non-buyers vs. reach based media plans.​

    Joel Rubinson, MMA MTA Expert & President, Rubinson Partners, Inc.
    Watch the Full Session
    Download Presentation
    (13.39 MB, PDF)

    Mapping the Future of MTA in a Post IDFA, Cookie-less World

    1:55PM-2:25PM ET

    Many marketers have dedicated years and resources into creating a unified measurement approach. With so many industry changes taking place in 2021 and beyond, this is leaving marketers to deliberate how they will continue their attribution efforts. Bringing together marketer and experts, this panel discussion will look to address alternatives around the loss of IDs and tips for getting around these limitations, managing measurement gaps and how to factor the cost of measurement and activation in your MTA ROI.



    Antonio Tomarchio, Founder & CEO, Cuebiq
    Ankur Uttam, VP, Analytics, Poshmark
    Vivian Chang, VP Growth, Clorox DTC, The Clorox Company


    Tina Moffett, Principal Analyst, Forrester
    Watch the Full Session

    Quality Over Quantity: How to Leverage your First-Party Data

    2:25PM-2:55PM ET

    According to Merkle’s recent 2021 Customer Engagement Report, 88% of marketers said collecting first-party data will be a 2021 priority. With the changing data privacy landscape, marketers have increased pressure to invest in methods of getting their audiences to register or subscribe. This panel will explore creative and compliant ways to drive more opt-ins, how 1st party data can inform audience retargeting strategies without pixels and cookies, and deploy it in a privacy-first manner that delivers more value to the consumer.


    Rebecca Traverzo, VP Marketing, ThirdLove
    Shreya Gorur, Director, Analytics & Insights, Nutrisystem
    James DeStefano, Sr. Director, Customer Marketing & CRM, Casper
    Aaron Magness, Chief Marketing Officer, Thistle


    Jeremy Fain, CEO & Co-Founder, Cognitiv
    Watch the Full Session


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