Research and Metrics Committee | MMA


Under the principle of "Local Relevance, Global Presence" MMA's four Regional Research and Metrics Committees work on behalf of regional Boards of Directors to ensure that MMA members and other ecosystem stakeholders have the authoritative data they need to demonstrate the value and effectiveness of mobile marketing in their national or regional markets, while sharing cross-regional metrics guidelines that provide globally consistent quality and comparability.  

The three principal roles of the committees are:

  • Research Needs: Identify Market Gaps; Propose, Budget and Prioritize Research Initiatives for Board Approval
  • Research Execution:  Design and oversee Initiative execution; recruit and commission vendors & partners 
  • Research Findings: Review, Interpret, Approve, Inform, and Promote Reports  

To learn more about or  join the Research anc Metrics Committee in your area, or to support any of its initiatives, please email [email protected]. For information on all other MMA committee activities, please contact [email protected].



  North America:  Committee Co-Chairs:   Daniel Bethlahmy (NBCUniversal); Jacqueline Rosales (Luth Research)

  • Monthly US Mobile Consumer Briefings (courtesy of Luth Research) (Current and emerging mobile consumer trends & offers insights into opportunities for marketers.) 
  • Annual US Attitude and Usage Study (Comprehensive profile and tracking of mobile consumer attitudes and behaviors)
  • Annual View From Madison Avenue (courrtesy Chief Marketer Magazine, Advertising Database, & Kinesis Survey Technologies)(Marketers' 1H mobile spend, usage and growth trends.)
  • Annual National Advertiser Report (with Association of National Advertisers) (Marketers' 2H mobile spend, usage and growth trends.)
  • Mobile Ad Unit Effectiveness Study (Pending Funding)
  • Mobile Channel Performance Benchmarks Study (Pending Funding)

  EMEA: Committee Chair:  (Open)

  • Monthly UK Mobile Consumer Briefings (courtesy of Lightspeed Research)
  • Monthly France Mobile Consumer Briefings (courtesy of Lightspeed Research)
  • Monthly Germany Mobile Consumer Briefings (courtesy of Lightspeed Research)

 APAC:  Committee Chair:   Hanis Harun (Nielsen)

  • Mobile Audience Study:  Will survey Mobile Consumers in major APAC markets to determine audience size and content consumption. (Pending Funding)
  • Market Size Study:  Marketers' mobile spend, usage, and growth trends in APAC.  (Pending Funding.) 

 LATAM:  Committee Co-Chairs:  Samantha Jones de Arruda Feres (Universo Online S.A.)  Melissa Beltrao (Yahoo!)

  • Brazil Mobile Consumer Profile :  Will survey Mobile Consumers in Brazil to determine current audience size, attitudes, and behaviors. (Pending Funding)


Access Research and Metrics Committee Minutes & Documents (Committee Members Only)

Research and Metrics Committee Members may download meeting minutes and working materials for current research initiatives from the Discussion Forum by clicking here.