The holy-grail of marketing measurement is Multi-Touch Attribution.

Too bad it is so HARD! Good for MMA.

Meet MMA’s MATT

May11,2017NewYorkCity

GregStuartCEOMobileMarketingAssociation

InSeptember,wesaid“SayHelloto...”

2

MATT is a community of industry experts committed to rethinkingthe world of marketing measurement and attribution; seeking togive marketers better measurements, tools and confidence inconnecting marketing to business outcomes.

AllMMAmembersareinvitedtoparticipateinMATT

ElementstoBuildingaNewMarketingChannel

3

USP&Positioning

EconomicValue&ROI

GettingitRight/Best

CreativeExploratory&Effectiveness

BuildingMeasure-mentTools

Organiza-tionDesign

Comingin2017

Wave II

WaveI

4

SMoXisMTA&WhileitShow’sMobileMatterAllocationtoMobilein theMix(when

mobileisdoneright)

ProducesanIncreasein

Brand Metrics

ProducesanIncrease inSales

orProfit of:

All StudiestoDate 12% to20% ~17% 7%to25%

And maybe+60%

Mobile12-20%

AllOtherMedia80% +7%

Sales+25%

Sales+60%

Profit

TO TO

+117%

ButWeStartedtoSeeaPattern.MarketersCouldnoLongerlookatAdstoKnowtheyWorked!

5

Branding:AidedAwareness/

$spent*

Sales:ROI

MobileDisplaywithweathertargeting

MobileDisplay

CampaignAverage(acrossallmedia) 100 100

*IndexisbasedonNumberofpeoplewhobecameawareofMagnumper$spent.

200 147175 ZERO

OurFirstInitiativeofMATTisMulti-TouchAttribution

Multi-TouchAttribution:Thescienceofusingadvancedanalyticsonuserleveldatatoallocateproportionalcreditacrossagranular listofmarketingtouchpointsacrossmany,andhopefullyall,online&offlinechannels,leadingtoadesiredcustomeroutcome.

Excluded:TraditionalMMM,brandtrackingandlast-touchattributionmethods

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MMAGlobalBoardofDirectors

JohnCostelloChair

FormerPres.,GlobalMktg&Innovation

JackPhilbinGlobalViceChair

Co-Founder&CEO

CarolynEversonGlobalSecretaryVP,GlobalMktg

Solutions

StephenMcCarthy

GlobalTreasurerCFO

CameronClaytonGlobalChairEmeritus

CEO&GeneralManager

GregStuartMMAPresident

CEO

LuisDiComoExecCommat

LargeSVP,GlobalMedia

SanjayGuptaExecCommat

LargeCMO

PeteBlackshawGlobalHead,DigitalMktg&SocialMedia

SusanCanavariChiefBrandOfficer

TomChavezCEO&Co-Founder

MarcMathieuCMO

PeterHamiltonCEO

KellynKennyVP,

Marketing

JeffLucasCRO

PeterMcGuinnessChiefMktg&BrandOfficer

JohnKosnerEVP&GM,Digital&

PrintMedia

IlonkaLavizGlobalDigitalMktgDir.,GlobaleBusiness

BillLonerganCEO

DaveMorganCEO

WillKassoyCEO

IvanPollardSVP,StrategicMarketing

TimMahoney

CMO

DipanshuSharmaFounder&CEO

AndrewSherrardCMO

TomKenneyCEO

KarinTimponeGlobalMktg

Officer

AlbertoBanano–Pardo

LATAMRegionalRepFounder&CEO

ErnestoEcheverriLATAMRegionalRep

Dir.MktgUSA,Canada&Caribbean

JohnTrimbleCRO

MichaelDonnellyNARegionalRepSVP,GlobalDigital

Marketing

DavidLowesEMEARegionalRep

CMO

AllanThygesenPresident,Americas

MMANorthAmericaBoardofDirectors

MichaelDonnellyChair

SVPDigitalMarketingMastercard

MonicaHoSecretaryCMOxAd

JeremySteinbergAtLarge

GlobalHeadofSalesTheWeatherCompany

JackPhilbinChairEmeritus

Co-Founder&CEO,Vibes

LouisPaskalisViceChair

SVPEnterpriseMediaExecutiveBankOfAmerica

AmitShahCMO

1-800-Flowers.com

JayAltschulerVP,MediaVP,

MediaSamsung

KimGnattGlobalGroupDirectorDigitalMarketing

TheCoca-ColaCompany

MonuKalsiVicePresidentHeadofDigitalNorthAmerica

RobertMcDowellChief

CommercialofficerChoiceHotels

RichMuhlstockChiefOperatingOfficerMarketing

E*TRADE

BrandonRhotenVPAdvertising

MediaandDigitalTheWendy'sCompany

TatyanaZlotskyVicePresident

DigitalAcquisitionAmericanExpressOPEN

TheresaAgnewCMO

NorthAmericaGlaxoSmithKline

KristiArgyilanSVP

Marketing,Target

PhilippeBrowningVP

MonetizationSnapchat

BradFeinbergSeniorDirector,Media&DigitalMillerCoors

DanielleLeeGlobalHead

ofPartnerSolutionsSpotify

DaveSanabriaConnectedConsumer

ExperiencesFord

GailTiffordVP

Media&DigitalEngagementUnilever

ToddPollakManagingDirector

USProductSpecialistTeam

Google

BryanWadeChiefProductOfficer

SalesforceMarketingCloud

JoshWetzelSr.Director

Sales&MarketingeBay

KevinArrixCROVerve

RanBen-YairCEO&Co-Founder

Ubimo

TomCramerSVP

AssociatePartnerRosettaConsulting

JayEmmetGM

OpenMarketNorthAmerica

DuncanMcCallCEO&Co-Founder

PlaceIQ

BobHallChiefStrategyOfficer

RadiumOne

MichaelZimbalistCMO

Simulmedia

RohitTripathiGM

SAPMobileServicesSAP

StevenRosenblattPresidentFoursquare

JonSuarez-DavisChiefMarketing&Strategy

OfficerSalesforce/Krux

JeffHackettSVP

USBrandAdvertisingSales

AdColony

JoePruszHeadofGlobalSalesRubiconPartners

MATT’sMTAGovernance

GlobalandNABoardMTAMarketersCouncil(24+membersofMMABoards)

MMABoardMTASteeringExecutiveCommittee

MMAAttributionMarketerAdvisoryTaskForce

MMAAttributionTechnicalAdvisoryTaskForce

MSI:MarketingScienceInstitute

Role:*AdviseonthedeliverabletoMMAmembershipandindustryatlarge*Answersthequestion“WhatdoIneedfromMTAthatwillimpactmarketingdecisionsondigital,mobileandmarketingspend?”

Role:*Vetandvalidatemethodology/math*Provideinputonmethodologiesthataretrustworthyandpowerful,validationevidencethatisbelievable,dataqualitythatmakesproviders’systemsdependableandaccurate

Role:*Vetandvalidatemethodology/math(seeTechAdvisoryTaskForceroleformorespecifics)*Addexpertiseandindependence

Allstate,AmericanExpress,BankofAmerica,ChoiceHotels,Colgate-Palmolive,T-Mobile,Unilever,etc.

BankofAmerica,ChoiceHotels,Colgate-Palmolive,Dunkin’Brands,Johnson&Johnson,Nestle,T-Mobile,Unilever.etc.

EarlTaylor,CMO,MSIAcademicexpertsfrom:BostonCollege,Northeastern,Temple,TexasA&M,etc.

Toensurefuturesuccess,thefollowinggovernancewasestablishedfortheMTAprogram

MMAStaffMTASubjectMatterExpert(JoelRubinson)

MATTDirector(MikeLewandowski)

MMAGlobalBoardofDirectors

MMANorthAmericaBoardof

Directors

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TheCOREBoardMemberCompaniesLeadingMATT

Glob

alBoardKicksOffProject

MMA’s MTA – The Journey So Far: Phase I & II into Phase III

CMO

Wave2reviewofRFI

submissionsand1:1interviews

IdentifyProviders MTALandscapeFrameworksandTools

RFIto

Providers

500pagesofResponsesfrom19qualifiedproviders

15In-depth

Discussions+

Academics QuantitativeSurveyIofMarketersN=190Inputfrom

JointMTABoardCommittees

GuidanceforMarketersonhowtochoosetheright

providers

MarketerNeeds/Practices

MTABoardTaskForcefeedback

PhaseIIIPhaseI

QuantitativeSurveyIIofMarketersN=400

TechnicalAnalyticsExperts

AnalyticsExpert

500Pages

Land-scapeReport

How-ToRFI

MTAScoringTool

Glossary

30HoursPhoneReview

4-PartMTAWebinarSeriesforMarketers

Q32016 Q42016 Q22017

MTAProviderInterviews

MarketerSurveyIII

PhaseII

WorkingGroups

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ToSummarize:MMA’sgoalfortheMATTMTAinitiativeistohelpmarketers…

34%HaveanMTA

Solution

-29NPS!

Applyingitto

34.7%ofCampaigns(onavg.)

12 Confidential:CannotbesharedwithoutpermissionfromtheMobileMarketingAssociation

KeyMATTMTADeliverablestoDate

*TheDecisionGuideisavailableformembersonlyathttp://www.mmaglobal.com/matt/education.

TheReport:AcomprehensiveguidetoMTA

MTARFITemplate

ScoringTool:Tohelpwithevaluation

4-PartMATTMTAWebinarSeries

Part 1: Intro to Multi-Touch Attribution

(MTA) Methods

Part 2: Selecting the Best MTA Provider

For Your Needs

Part 3: Making Sense of Attribution

Approaches

Part 4: Leveraging MTA to Improve

Marketing Effectiveness

13 Confidential:CannotbesharedwithoutpermissionfromtheMobileMarketingAssociation

Glob

alBoardKicksOffProject

MMA’s MTA – The Journey So Far: Phase I & II into Phase III

CMO

Wave2reviewofRFI

submissionsand1:1interviews

IdentifyProviders MTALandscapeFrameworksandTools

RFIto

Providers

500pagesofResponsesfrom19qualifiedproviders

15In-depth

Discussions+

Academics QuantitativeSurveyIofMarketersN=190Inputfrom

JointMTABoardCommittees

GuidanceforMarketersonhowtochoosetheright

providers

MarketerNeeds/Practices

MTABoardTaskForcefeedback

PhaseIIIPhaseI

QuantitativeSurveyIIofMarketersN=400

TechnicalAnalyticsExperts

AnalyticsExpert

500Pages

Land-scapeReport

How-ToRFI

MTAScoringTool

Glossary

30HoursPhoneReview

4-PartMTAWebinarSeriesforMarketers

WorkingGroupPlanningSession

Q32016 Q42016 Q22017

MTAProviderInterviews

DataQuality

WallGarden

MarketerSurveyIII

PhaseII

WorkingGroups

14

MATT’sMTAGovernance

GlobalandNABoardMTAMarketersCouncil(24+membersofMMABoards)

MMABoardMTASteeringExecutiveCommittee

MMAAttributionMarketerAdvisoryTaskForce

MMAAttributionTechnicalAdvisoryTaskForce

MSI:MarketingScienceInstitute

Role:*AdviseonthedeliverabletoMMAmembershipandindustryatlarge*Answersthequestion“WhatdoIneedfromMTAthatwillimpactmarketingdecisionsondigital,mobileandmarketingspend?”

Role:*Vetandvalidatemethodology/math*Provideinputonmethodologiesthataretrustworthyandpowerful,validationevidencethatisbelievable,dataqualitythatmakesproviders’systemsdependableandaccurate

Role:*Vetandvalidatemethodology/math(seeTechAdvisoryTaskForceroleformorespecifics)*Addexpertiseandindependence

Allstate,AmericanExpress,BankofAmerica,ChoiceHotels,Colgate-Palmolive,T-Mobile,Unilever,etc.

BankofAmerica,ChoiceHotels,Colgate-Palmolive,Dunkin’Brands,Johnson&Johnson,Nestle,T-Mobile,Unilever.etc.

EarlTaylor,CMO,MSIAcademicexpertsfrom:BostonCollege,Northeastern,Temple,TexasA&M,etc.

Toensurefuturesuccess,thefollowinggovernancewasestablishedfortheMTAprogram

MMAStaffMTASubjectMatterExpert(JoelRubinson)

MATTDirector(MikeLewandowski)

MMAGlobalBoardofDirectors

MMANorthAmericaBoardof

Directors

MATTWorkingGroups2-3GroupsFocusedonPriorityActivities

DataQuality&Accuracy WalledGardens ToBeAdded

15

NewPhaseIII

DataQuality&AccuracyWorkingGroup

16

WhatWeHopetoAccomplish?1. StandardsforDataDisclosureandAccuracy2. DataReadinessGuidanceforsuccessfulMTA

WhyDoesitMatter?WithoutconfidenceintheunderlyingdataMTAresultsarenottrustworthy,failingtoproperlyimpactmarketinginvestments

OneofFirstProjects:MappingMTAdata

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unifieduserID

Mobile

Desktop

SmartTV

a. MTArequireslinkingtogether4typesofdataattheuserlevel

b. MTAalsoneedsdevicestobemappedtoUnifiedUserIDssothat,forexample,theadimpressiononamobiledevicecanlinkedtotheconversiononadesktop

c. Eachtypeofdatahassub-types,andeachrequirestheirowntechnology

Linkablemarketing

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unifieduserID

MobileDesktop

SmartTV

Walledgardens

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unifieduserID

MobileDesktop

SmartTV

Otheraggregatedata

20

unifieduserID

MobileDesktop

SmartTV

21

unifieduserID

MobileDesktop

SmartTV

So,howdidthestoryend?

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unifieduserID

MobileDesktop

SmartTV

Profiling,togettotherightuser

DataMap

23

unifieduserID

MobileDesktop

SmartTV

a. MTArequireslinkingtogether4typesofdataattheuserlevel

b. MTAalsoneedsdevicestobemappedtoUnifiedUserIDssothat,forexample,theadimpressiononamobiledevicecanlinkedtotheconversiononadesktop

c. Eachtypeofdatahassub-types,andeachrequirestheirowntechnologyanddatastrategyforMTAtobesuccessful

WalledGardensWorkingGroup

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WhatWeHopetoAccomplish?LowertheWalledGardensby:

1. Transparencyandverification2. Standardizationoftermsandmetrics3. Makingadvertisingdata‘linkable’

WhyDoesitMatter?Theonlywaytogainanaccurateviewofwhatisworkingistogainacomplete picture,pavingthewayforAgileMarketing

WanttoGetInvolved?

ReachouttoanyMMAstaffmemberorsendanemailto

MATT@mmaglobal.com

Thanks,GregStuartgreg@mmaglobal.com