MMA Global’s report reveals not only the obstacles, but also the approaches to overcome them in the future.
NEW YORK (PRWEB) December 03, 2021
MMA Global, the association dedicated to the architecture of the future of marketing for marketing directors, in partnership with Neustar, today released MTA Is Dead, Long Live MTA, a complementary report to its State of MTA study ( Multi-Touch Attribution) released earlier this year. The report pulls back the curtain and provides an honest and unbiased assessment of the current state of the MTA, revealing three key barriers preventing marketers from embracing true multi-touch attribution: data, organization, and methodology.
The report, which compiles the results of a survey of 250 marketers, not only shows the obstacles faced when it comes to MTA, but also provides an overview of recent developments that will offer marketers several potential avenues to achieve this. to a complete MTA solution.
At a more granular level, roadblocks are defined accordingly:
Data: Almost 9 in 10 marketers identified the following as the top barriers to data: data quality, data access and data binding.
- Organization: As many businesses use Marketing Mix Modeling (MMM), A / B Testing, and MTA, each often hosted in different parts of the business, silos abound. This, in conjunction with different agendas within the leadership team, is often the cause of organizational obstacles.
- Methodology: With the disparate methodologies mentioned above in play, there is a lack of interoperability that directly leads to roadblocks.
“For more than a decade, marketers around the world have been striving to achieve the holy grail of MTA, a key solution to streamline investments in more relevant ads, content, experiences and channels that better appeal to people. consumer attention and can ultimately drive revenue growth. “said Lou Paskalis, President and COO of MMA Global.” This report highlights both the challenges marketers face along the way while providing them with tangible resources for them. overcome.”
Among the brands interviewed for the report were Bank of America, Molson Coors, AT&T, General Motors, Bloomberg Media and Hallmark.
“With the depreciation of data and the constant change in the privacy horizon, the MTA will not survive in its traditional form,” says Eddie Drake, SVP Marketing Data Strategy, Attribution and Partnerships at Bank of America. “It takes real commitment to lead the charge, and it’s not for the faint of heart.”
“For companies that have multiple brands in their portfolio and are considering an ever-growing list of channel options to market and distribute them, it’s critically important to slowly deploy the MTA,” said Brad Feinberg, vice president north- American Media and Consumer Engagement at Molson Coors. “First prioritize which brands can benefit the most from the MTA, analyze the results, and then apply the learnings to other brands as needed. ”
“Getting your data house in order is now the critical first step in establishing a mature and effective marketing analytics practice,” said Michael Schoen, senior vice president and general manager of Neustar Marketing Solutions. “We work with our customers every day to overcome their data silos and create a cohesive data-driven culture with Unified Analytics, where MMM and MTA work together to achieve significant increases in additional revenue, improve return on ad spend, and achieve internal gains. team productivity. ”
There are many more details in the report which can be downloaded here and is free for all traders. The objective is to help marketers to more effectively manage the ecosystem of internal stakeholders, supplier partners, agencies and their internal team necessary to fully implement an MTA solution by refining their vision, their expectations. and, ultimately, a clear brief to all constituents.
MMA Global will continue to advance impactful thought leadership in the attribution arena throughout 2022 and looks forward to working with marketers, publishers, solution providers and agencies on this journey.
Comprised of over 800 member companies worldwide and 15 regional offices, MMA is the only professional marketing association that brings together the entire ecosystem of marketers, martech and media companies working together to shaping the future of marketing, while delivering relentless growth today. Led by Chief Marketing Officers, MMA helps marketers lead the imperative for marketing change – in a way that enables future breakthroughs while leveraging current business. MMA is committed to science and questioning and believes that creating marketing impact is about constructively challenging the status quo by encouraging business leaders to aggressively adopt proven best practices, focused on peers and scientists, without compromise. MMA invests millions of dollars in rigorous research to provide marketers with unassailable truth and actionable tools. By enlightening, empowering and empowering marketers, MMA shapes future success, while propelling business growth.
Members include: 1-800-Flowers.com, Adobe, Activision Blizzard, Ally Financial, AppsFlyer, AT&T, Bank of America, Campbell’s, Chipotle Mexican Grill, Chobani, Choice Hotels, Clear Channel Outdoor, Colgate Palmolive, CVS Health, Diageo , Dunkin ‘Brands, eBay, E * TRADE, Ford, General Motors Company, Google, GSK, Hilton Worldwide, IBM Watson Advertising, Kargo, Kroger, L’Oréal, Marriott International, Match Group, Mastercard, McDonald’s, Merkle, Meta, MillerCoors, NBCU, Neustar, Peloton, Pinterest, Roku, Salesforce, Samsung, Snap Inc., Target Inc., The Coca-Cola Company, The Walt Disney Company, T-Mobile, Twitch, Twitter, Uber, Unilever, Universal McCann, Vibes, Visa, Walmart, Waze, Yahoo! and much more. MMA’s global headquarters are located in New York with regional operations Asia-Pacific (APAC), Europe / Middle East / Africa (EMEA) and Latin America (LATAM). For more information, see http://www.mmaglobal.com.
For the original version on PRWeb, visit: https://www.prweb.com/releases/report_marketers_must_overcome_three_key_roadblocks_in_implementing_multi_touch_attribution_mta/prweb18373381.htm