June 16, 2011


Mobile Marketing Association Announces Formation of Mobile Analytics Committee
Committee to Address and Establish Industry Standards and Methodologies for Mobile Analytics
New York, Mobile Marketing Forum,  June 16, 2011 — The MMA (Mobile Marketing Association) ( today announced the formation of a Mobile Analytics Committee. The Committee has been formed with the purpose of addressing and defining standards and measurement methodologies that govern the practice of mobile analytics and the evolution of mobile into a marketer's eCRM efforts.

The opportunity for companies and brands through SMS programs, mobile sites and applications is staggering, yet there are no clear metrics or measurement standards to guide a brand’s marketing efforts today. This information plays a critical role in helping brands develop ROI focused mobile strategies and more importantly, to guide the evolution of mobile site and application user experience.   Likewise, from a broader industry perspective, standardized measurement methodologies and analytics guidelines are critical to mobile's adoption going forward.

The MMA’s Mobile Analytics Committee will address standards, measurement methodologies and best practices that are necessary for the evolution of mobile analytics.   In addition, the committee will focus on creating definitions and guidelines for data collection, which in turn will fuel the growth of mobile marketing and mobile advertising.

“There are no clear standards today for marketers to measure their mobile efforts, and this is an issue we have been asked to address by our member companies,” said Michael Becker, Managing Director of the Mobile Marketing Association. “For the practice of mobile marketing to continue to thrive, it’s imperative that the same analytics rigor that exists for the Internet, email, search and social media become a key reality in this industry’s evolution. Through the formation of the mobile analytics committee, we are providing a much-needed forum to address the needs of the industry today,” continued Becker.

To underscore the kind of importance that brands are placing on mobile analytics, the committee with be co-chaired by mobile executives from The Coca-Cola Company and analytics company Webtrends. Additional charter members are currently being added to represent brands and mobile analytics providers. Charter committee members include:
  • Co-chair Michael Ricci, vice president of mobile, Webtrends
  • Co-chair Doug Busk, Mobile Brand Strategy – Global Connections – The Coca-Cola Company
  • Barbara Williams, mobile marketing global practice leader, Microsoft
  • Jeff Torgerson, senior product manager,, Microsoft
  • Paul Strupp, senior analytics product manager at RIM
  • Chris Wayman, vice president & GM – mobile at Merkle
  • Eric Rickson, director of mobile analytics, Webtrends
“For mobile marketing to continue it’s explosive ascent, we must begin to emphasize the importance of mobile measurement collectively as an industry,” said Michael Ricci, Webtrends. “Brands rightfully expect to be able to consistently measure mobile campaigns and determine return on investement (ROI) – and are frustrated by the lack of consistent methodology for doing so. As is evidenced by the companies that have agreed to join us in this effort, mobile analytics is beginning to emerge as a “mission critical” apect to any successful mobile marketing program. We expect to define solid measurement methodologies in a collaborative manner to evolve the practice of mobile analytics going forward,” added Ricci.
Common issues affecting mobile marketers today include lack of standardization across analytics providers, consumer concern regarding how their information is being used, and opt-out mechanisms for end users to control their data. The MMA Mobile Analytics Committee will provide an ongoing forum to address current industry issues, and future issues as they arise.
About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade association representing all players in the mobile marketing value chain. With more than 700 member companies, the MMA is an action-oriented organization with global focus, regional actions and local relevance. The MMA’s primary focus is to establish mobile as an indispensable part of the marketing mix. The MMA works to promote, educate, measure, guide and protect the mobile marketing industry worldwide. The MMA’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe, Middle East and Africa (EMEA), Latin America (LATAM) and Asia Pacific (APAC) branches. For more information, please visit

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Valerie Christopherson/Evan Tamura
Global Results Comm. (GRC)
P: +1 949 608 0276
E: [email protected]