MMA and Big Marketers Launch Think Tank to Solve Metrics Woes
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The Mobile Marketing Association (MMA) has assembled a think tank backed by more than 20 major marketers to fix what may be marketing’s biggest problem: figuring out what really drives media success or failure.
The MMA Marketing Attribution Think Tank (MATT) will “rethink the world of marketing measurement and attribution,” according to the group. It’s backed by executives from Procter & Gamble Co., Unilever, Nestle, Johnson & Johnson, Coca-Cola Co., J.P. Morgan Chase, American Express, Mastercard, Bank of America, Samsung, T-Mobile, Hilton, Choice Hotels and 1-800-Flowers, among others. The group planned to introduce the initiative during its SM2 Innovation Conference in New York on Tuesday.
The first initiative of MATT focuses on “multi-touch attribution” (MTA)which seeks to sort through the many factors that contribute to purchase decisions rather than simply attributing them to the last thing consumers did or saw before buying something.
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