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
6
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
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
9
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
11
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
17
unifieduserID
Mobile
Desktop
SmartTV
a. MTArequireslinkingtogether4typesofdataattheuserlevel
b. MTAalsoneedsdevicestobemappedtoUnifiedUserIDssothat,forexample,theadimpressiononamobiledevicecanlinkedtotheconversiononadesktop
c. Eachtypeofdatahassub-types,andeachrequirestheirowntechnology
Linkablemarketing
18
unifieduserID
MobileDesktop
SmartTV
Walledgardens
19
unifieduserID
MobileDesktop
SmartTV
Otheraggregatedata
20
unifieduserID
MobileDesktop
SmartTV
21
unifieduserID
MobileDesktop
SmartTV
So,howdidthestoryend?
22
unifieduserID
MobileDesktop
SmartTV
Profiling,togettotherightuser
DataMap
23
unifieduserID
MobileDesktop
SmartTV
a. MTArequireslinkingtogether4typesofdataattheuserlevel
b. MTAalsoneedsdevicestobemappedtoUnifiedUserIDssothat,forexample,theadimpressiononamobiledevicecanlinkedtotheconversiononadesktop
c. Eachtypeofdatahassub-types,andeachrequirestheirowntechnologyanddatastrategyforMTAtobesuccessful
WalledGardensWorkingGroup
24
WhatWeHopetoAccomplish?LowertheWalledGardensby:
1. Transparencyandverification2. Standardizationoftermsandmetrics3. Makingadvertisingdata‘linkable’
WhyDoesitMatter?Theonlywaytogainanaccurateviewofwhatisworkingistogainacomplete picture,pavingthewayforAgileMarketing
