MMA publishes MTA journey map, an end-to-end marketing measurement guide

The Mobile Marketing Association (MMA) has published the Multi Touch Attribution (MTA) journey map, a detailed end-to-end marketing measurement guide put together by MMA’s Marketing Attribution Think Tank (MATT) to help advertisers improve their marketing productivity and maximise the impact of their media mix.

The MMA MTA guide is a five-stage process, that is essential for advertisers to win in the highly fragmented, data enriched, multi-platform and connected marketing world of today.

Five common parameters — skills and knowledge, organisations and people, analytics and data, partners and milestones, must be kept in mind during each of the following stages of the MTA journey:

Initiate MTA Process: The first stage is planning — it involves understanding the benefits of MTA, establishing project leadership, identifying methods of conversion, action plan, costs, resources, etc.

Establish Data Readiness: This stage involves ensuring if the required conversion data is available to the marketer, finalising budget, responsibilities, preliminary review of MTA providers and managing data privacy issues, if any, to allow the creation of MTA models

Set up first MTA project: This stage is where the marketer must choose an MTA provider, along with selecting brands, partners, campaigns, modelling options, etc.

Implement First MTA Project: At this stage, evaluation of the value MTA in terms of ROI, brand building, etc., takes place, along with the assessment of the MTA provider and the project itself.

Deployment: At the final stage, MTA would be an integral part of media outreach, and the marketer must focus on maintaining and expanding the ongoing evaluation of MTA process effectiveness.

Moneka Khurana, Country Head, MMA India, said, “MTA is a scientifically developed model that truly engages customers through reduced sales cycles and fewer but meaningful marketing messages. Marketers can use it to better customise their messaging and use the best channels to convey it to their customers. If properly deciphered and applied, MTA has the ability to provide deeper levels of insight as to the value of brand messages, formats, channels and touchpoints, which will elevate the brand’s ROI manifold. It’s a hard model to adopt, but the success possibilities are big.”

The MTA Journey Map stems from the MMA’s three-year-old Marketing Attribution Think Tank initiative, backed by more than two dozen large marketers, including Samsung, Procter & Gamble Co., Unilever, L’Oreal, Chipotle, Bank of America to name a few.

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