Mobile Marketing Association Releases Data Tools to Support Effective Multi-touch Attribution (MTA) | MMA Global

Mobile Marketing Association Releases Data Tools to Support Effective Multi-touch Attribution (MTA)

September 26, 2017

Resources designed by MMA’s Marketing Attribution Think Tank (MATT) enable comprehensive marketing data strategies imperative to MTA success

New York, NY September 26, 2017: Working with over 50 of the top brand marketers, along with attribution and marketing analytics experts, the Mobile Marketing Association (MMA) today released the latest set of tools critical for any marketer who is using -- or plans to adopt -- Multi-Touch Attribution (MTA). The tools, the MMA MTA DataMap™ and the MTA Data Strategy Guide™, were announced at the SM2 Innovation Summit, and are the third wave of resources developed by the association’s Marketing Attribution Think Tank (MATT) and its two industry working groups, Data Quality & Accuracy and Walled Gardens.

The MMA, in conjunction with the working group comprised of more than 50 marketers, uncovered that brands must, first and foremost, have a solid and well-thought-out data strategy before MTA can be deployed successfully. By providing brands with the resources needed to accomplish this, the MMA hopes to simplify the MTA strategy conversation, qualify and organize types of data, and help guide the brand’s strategy, enabling marketers to quickly get up to speed and implement MTA solutions for their campaigns.

The release of the MTA data tools reinforces the mission of MATT, which is to help marketers select and apply MTA solutions with confidence. Aligned with this mission is a commitment from the CMO-led MMA Global and NA Boards as well as the MMA team to enable marketers and their agencies to achieve better marketing productivity by adopting measurement tools of the future – in other words, MTA.

Below is further detail on these new MTA resources:

  1. The MMA MTA DataMap: 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. It is intended to be a collaborative tool for marketers, agencies, DMPs and MTA providers to use to ensure nothing gets left out of the discussion.

Specifically, it shows:

  • How aggregate data can be tied back to unified user IDs
  • The components of linkable marketing
  • How first, second and third-party data flows into creating audience segments

As part of the launch plan, the MMA is sending 1000 copies of the MTA DataMap to global CMOs. Requests can be submitted at

  1. The MTA Data Strategy Guide: Developed to help marketers get ahead of the curve in securing, organizing and managing quality data. Most researchers, marketers, and analytics people are not data architects, so this guide ensures that the team understands the data assets it will take to be successful with MTA. Specifically, the guide:
  • Provides a section-by-section explanation of considerations that should be taken in the MTA data planning process
  • Defines data asset types and relational structures
  • Defines linking of different types of data

“The MMA has spent $3 million on research in the last 4 years in order to know, unequivocally, that marketers using MTA can create major swings in business impact, even achieving a crazy doubling of campaign performance,” said Greg Stuart, CEO, MMA. “However, MMA surveys conducted over the past year indicate that only 34 percent of marketers have MTA, and those who do have given it a dismal, negative 29 Net Promoter score, so there is a lot of work to do to support brands and help them get MTA right. MATT is, in essence, the MMA Board’s call to arms for marketers, and it is game changing.”

The MMA is scheduled to release three additional documents in late fall 2017 including:

  • The MTA Success Workbook
  • The MTA Data Acquisition Request for Information (RFI) Template
  • Marketer’s Rights: Position Paper on Walled Gardens

"The next competitive battleground for marketers is MTA, and the work the MMA is doing to lead the industry in creating the framework for the skills modern brands need to master successful MTA adoption is critical,” explains Sanjay Gupta, current MMA board chair and former Executive Vice President, Marketing, Innovation and Corporate Relations at Allstate. “This is the panacea for marketers to deliver more relevant advertising and build a significant edge over their competition.”

In September 2016, under the first phase of the MATT initiative, the MMA released a comprehensive Multi-Touch Attribution Assessment and Landscape Report, an industry-approved MTA Request for Information (RFI) template, a corresponding Provider Scoring Tool for brands to use in their own MTA selection processes and an additional four-part webinar series. The program has anecdotally been credited with saving more than six months’ worth of effort while also limiting the risk of selecting the wrong provider.

Marketers interested in learning more about the MTA working groups, or simply leveraging the toolsets so that they become proficient in multi-touch attribution, can contact the MMA for membership information at [email protected].

About the Mobile Marketing Association (MMA)

The MMA is the world’s leading global non-profit trade mobile marketing association comprised of more than 800 member companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile marketing ecosystem, including brand marketers, agencies, mobile technology platforms, media companies, operators and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. Anchoring the MMA’s mission are four core pillars; to cultivate inspiration by driving innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for marketing organizations through fostering know-how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI measurement; and to advocate for mobile marketers. Additionally, MMA industry-wide committees work collaboratively to develop and advocate global best practices and lead standards development.

Members include:, AdColony, Allstate, American Express, AT&T, Bank Of America, Campbell’s, JPMorgan Chase, Chobani, Choice Hotels, Citi, Clear Channel Outdoor, Colgate-Palmolive, Dunkin’ Brands, eBay, E*TRADE, Electronic Arts, ESPN, Expedia, Facebook, Ford, Foursquare, Google, GroundTruth, Heineken, Hershey’s, Hilton Worldwide, iHeartMedia, Hulu, InMobi, Johnson & Johnson, Kellogg, Marriott, MasterCard, McDonald’s, Microsoft, MillerCoors, OpenMarket, Pandora, PepsiCo, Pfizer, Pinterest, PlaceIQ, Procter & Gamble, R/GA, RadiumOne, Razorfish, RetailMeNot, Salesforce, Samsung, SAP, Simulmedia, Snap Inc., Spotify, SUBWAY, Tapjoy, Target Inc., The Coca-Cola Company, The Rubicon Project, The Weather Company, Time Inc, T-Mobile, TUNE, Turner Broadcasting, Twitter, Uber, Ubimo, Unilever, USPS, Verve, VEVO, Vibes, Walmart, Wendy’s, Zurich and many more. The MMA’s global headquarters are located in New York with regional operations Asia Pacific (APAC), Europe/Middle East/Africa (EMEA) and Latin America (LATAM). For more information about the MMA please visit