MMA Publishes First-Ever Multi-Touch Attribution Journey Map to Help Marketers Accelerate Successful Adoption of Marketing Measurement Model of the Future | MMA Global

MMA Publishes First-Ever Multi-Touch Attribution Journey Map to Help Marketers Accelerate Successful Adoption of Marketing Measurement Model of the Future

October 18, 2019

Reinforces MMA’s Industry Leadership as the only Trade Group to Provide Actionable and Technical Guidance on how Advertisers can Improve Marketing Productivity and Maximize the Impact of their Media Mix

NEW YORK (October 18, 2019) – The MMA, the global trade group led by CMOs architecting the future of marketing, today released the first ever Multi-Touch Attribution (MTA) Journey Map, reinforcing marketing measurement as a top industry priority.

With a steering committee of 25+ MMA marketer members who have deployed and experienced MTA’s impact firsthand, together with measurement industry expert Joel Rubinson, former Chief Research Officer of the ARF, the MMA developed this end-to-end guide to help all marketers accelerate and better implement their own successful MTA solution.

“How well we measure marketing determines the success of our brands, their contribution to our businesses and frankly the esteem of our profession,” said Lou Paskalis, SVP Customer Engagement and Media Investment at Bank of America and Chair of the North American Board of the MMA. “If a marketer wants to demonstrate a stronger contribution to driving business growth, MTA is the surest way I know to do that today. In addition, as the consumer journey gets more complex, we simply need more accurate attribution to keep pace so we know where to assign credit and to invest in better marketing experiences, combinations of ads, content and utilities, that they find engaging. I’m proud to say that the MMA has provided us with exceptional resources to help us accomplish this.”

The MTA Journey Map is a culmination of work developed under MMA’s marketer-led MATT initiative (Marketing Attribution Think Tank) to define the future of marketing measurement and is the most comprehensive body of unbiased industry work created by and for marketers to help them think of measurement differently and align it more closely to their business objectives.

“MTA is essential for advertisers to win in the highly-fragmented, data-enriched, multi- platform, and connected marketing world of today. While the majority of marketers agree MTA is clearly the future, they have struggled to adopt it successfully because of its complexity, coupled with a lack of experience or the required analytics capabilities needed for MTA. This is both holding back marketing’s impact as well as a marketer’s contribution to business goals,” said Greg Stuart, CEO of the MMA. “Our role at the MMA is to provide the tools and support needed to help more marketers implement MTA effectively across their campaigns with greaterconfidence in the outcomes to achieve the enduring growth that is core to their responsibilities.”

Marketing programs influenced by MTA are said to boost campaign performance by +20-30% and MMA’s proprietary public Cross Marketing studies (SMoX) have seen similar gains, reaching as high as +150% by simply optimizing marketing mixes. MTA is able to optimize within media (e.g., mobile audio, mobile display, mobile video, etc.) not just between media, such as TV, Magazines, Mobile, Digital, etc. This will become an even bigger issue as TV becomes addressable.

“The marketers that settle for lesser measurement (such as the more accepted Media Mix Modeling-MMM) lose competitive advantage to those that have MTA in part because MTA deals with a deeper level of insight as to the value of brand messages, formats, channels and touchpoints,” added Stuart. “Understanding this level of complex cross-platform user level data changes the game for marketers and their business.”

The MTA Journey Map outlines the five key stages to successful MTA deployment as well as a detailed set of assessments and actions needed at each stage:

  • Stage 1: Initiate MTA Process - This stage involves understanding the benefits of MTA to your organization, determining scope, identifying key stakeholders, and gaining internal agreement to move
  • Stage 2: Establish Data Readiness – This stage involves determining whether you have the necessary data, especially conversion data, to allow MTA models to be
  • Stage 3: Setup First MTA Project – This stage involves setting up your first MTA project, including brand and campaign selection, as well as selection of MTA
  • Stage 4: Implement First MTA Project – This stage involves implementation of your first MTA project, including evaluation of the performance of your MTA provider and value of MTA tor your
  • Stage 5: Full Deployment – MTA is fully integrated into your media planning

The marketers involved in the development of the Journey Map anecdotally suggest the Journey Map will likely help advertisers accelerate their own deployment by at least 6-8 months.

“Having led several MTA implementations, I know from experience both how complicated MTA is but also how impactful it can be for ROI. I applaud the MMA for its ongoing commitment to documenting a clear process for marketers to help make it easier for them to make the leap into the future”, said Sanjay Gupta, Chief Customer Officer, TIAA. “I would expect that this Journey Map and the accompanying resources will greatly help the marketing community and also help them realize that MTA is completely worth the effort.”

The brands involved in MATT include:, Ahold Delhaize, Ally Bank, American Eagle Outfitters, Inc., American Express OPEN, AT&T, Bank of America, Barclays, BP International, Campbell Soup Co., Chipotle, Chobani, Choice Hotels, Colgate-Palmolive, Cuisinart, CVS Health, Discover Financial Services, Electronic Arts, ESPN, Estee Lauder, FedEx Corporation, Ford Motor Co, General Motors Corp, GlaxoSmithKline, Great Southern Wood Preserving, Inc., Hallmark, hims & hers, Hilton Worldwide,, Intuit, JP Morgan Chase Bank, Kellogg co, L’Oreal, Latam Airline, Marriott International, Mastercard Worldwide, Match Group, McDonalds Corporation, MillerCoors, Monster, Nutrisystem, Pepsico, Pfizer, Inc., Procter & Gamble, Rite Aid Corp, Safe Auto Insurance Company, Samsung, Standard Chartered Bank, SUBWAY®, Target Brands, Inc., TD Ameritrade, The Coca-Cola Company, The Travelers Companies, T-Mobile, Twitter, Uber, Unilever, Universal Parks & Resorts, Verizon Connect, and Walmart Inc.

In addition to publishing and promoting the MTA Journey Map, the MMA will host a series of webinars to further help marketers track the end-to-end MTA journey and master the specifics of each stage. The first webinar will be held on November 19. For an even deeper dive into the future of marketing attribution, MMA’s MATT Unplugged event will be held May 5th in New York City. For more information on how to get involved with the MMA and the Marketing Attribution Think Tank (MATT) please visit

About the MMA:

Comprised of over 800-member companies globally and 14 regional offices, the MMA is the only marketing trade association that brings together the full ecosystem of marketers, tech providers and sellers working collaboratively to architect the future of marketing, while relentlessly delivering growth today. 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.

Members include:, Adobe, Ahold Delhaize, Allstate, Ally Financial, American Eagle, American Express, AT&T, Bank of America, Calvin Klein, Campbell’s, Carbon, JPMorgan Chase, Chipotle Mexican Grill, Chobani, Choice Hotels, Citi, Clear Channel Outdoor, Colgate Palmolive, Cuebiq, CVS Health, Dunkin’ Brands, eBay, E*TRADE, Electronic Arts, ESPN, Estee Lauder, Facebook, Ford, Foursquare, General Motors Company, Google, Hilton Worldwide, IBM Watson, Jumpshot, Kellogg Company, LinkedIn, L’Oreal, Marriott International, Match Group, Mastercard, McDonald’s, MillerCoors, Monster, NBCU, OpenMarket, OpenX, Pandora, Pfizer, Pinterest, PlaceIQ, Procter & Gamble, RetailMeNot, Salesforce, Samsung, Shire, SITO Mobile, Snap Inc., SUBWAY, Target Inc., The Coca-Cola Company, T- Mobile, Turner Broadcasting, Twitter, Uber, Unilever, Verizon Media Group, Verizon Connect, Vibes, Walmart, Waze, Yieldmo, 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 see

Media Contact

Greg Stuart
MMA Global
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