The MMA released the first ever Multi-Touch Attribution (MTA) Journey Map to help marketers accelerate successful implementation of the marketing measurement model of the future. The MTA Journey Map was a culmination of work developed under MMA’s marketer-led MATT initiative (Marketing Attribution Think Tank) and was created in collaboration with 25+ pioneering MMA marketer members who have deployed and experienced MTA’s impact firsthand.
Identity resolution has been top of mind for marketers for the longest time. With the 3rd party cookie dying, the proliferation of new privacy regulations and the rise of the Universal IDs, the advertising industry will have to rethink identity once more time. This webinar will focus on strategies marketers can implement today to circumvent the coming challenges and better prepare for a future without cookies.
Google’s announcement to eventually replace third-party cookies is seen by some as a threat to a marketer’s ability to track, target, and measure consumer engagement across the open web. In reality, the death of the cookie was a long time coming and may actually provide a positive step forward toward a truly sustainable and transparent marketing ecosystem. But before the cookie-less future is here, we need to first understand what paths are available to not only sustain but grow business for marketers:
• What data and technology will replace the third-party cookie?
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For the first time ever, CPG campaign data from three major US brands has been used to test the principle of recency, which proposes that digital advertisements are most effective right before a consumer is about to buy a product.
Joel Rubinson, MMA’s attribution SME & former Chief Research Officer at the Advertising Research Foundation, Nielsen Catalina Solutions, and Viant partnered to test this theory against three ad campaigns for three popular CPG brands.
We live in a complex and fragmented advertising ecosystem, where the cookie-less web and growing consumer privacy concerns are taking over to define how marketing will look like in 2020. Brand advertisers seeking to succeed will need to find a way around these and shift their marketing strategies accordingly. In this session, we'll explore how to have a holistic and omnichannel consumer understanding to optimize 1st party strategies and better new customer acquisition, retention and cross/upselling.
