Addressing what marketers say is their biggest concern, marketing attribution, the Mobile Marketing Association, along with two dozen of its marketer member companies, announced this week the formation of a new think tank focused on unraveling its complexity.
Brands behind the initiative include Allstate, Bank of America, 1-800Flowers.com, Procter & Gamble, The Coca-Cola Company and Unilever.
The MMA Marketing Attribution Think Tank (MATT) “will help rethink the world of marketing measurement and attribution, giving marketers better measurements, tools and confidence in connecting marketing to business outcomes.”
The first initiative of MATT is focused on Multi-Touch Attribution (MTA), as many marketers believe it to be the Holy Grail to fixing marketing measurement.
“Multi-touch attribution will be the anchor of future marketing attribution. However, it’s an area where marketers lack the depth of knowledge and experience to evaluate solutions. Add in a highly-fragmented pool of solution vendors, each delivering a different modeling technique, and it’s nearly impossible for marketers to confidently select and apply the right solutions for their business,” explains Greg Stuart, CEO of the Mobile Marketing Association. “The MMA is a big tent organization and we are in a unique place to bridge the gap between the solutions and what brands need: clarity, education and standards around MTA performance, transparency and technology.”
Over the last six months, the MMA has conducted a comprehensive, deep-dive analysis into the providers, dynamics and implications for marketers around MTA, working with Joel Rubinson, President of Rubinson Partners, Inc. and former Chief Research Officer of the Advertising Research Federation.
Due to the technical complexity of MTA, the MMA also aligned with the Marketing Science Institute as an academic partner to support future technical development. The Institute is a nonprofit organization “committed to bridging the gap between academic marketing theory and business practice.”