meet mma’s matt - mma | #shapethefuture of marketing · digital acquisition american express open...
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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
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InSeptember,wesaid“SayHelloto...”
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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
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ElementstoBuildingaNewMarketingChannel
3
USP&Positioning
EconomicValue&ROI
GettingitRight/Best
CreativeExploratory&Effectiveness
BuildingMeasure-mentTools
Organiza-tionDesign
Comingin2017
Wave II
WaveI
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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%
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ButWeStartedtoSeeaPattern.MarketersCouldnoLongerlookatAdstoKnowtheyWorked!
5
Branding:AidedAwareness/
$spent*
Sales:ROI
MobileDisplaywithweathertargeting
MobileDisplay
CampaignAverage(acrossallmedia) 100 100
*IndexisbasedonNumberofpeoplewhobecameawareofMagnumper$spent.
200 147175 ZERO
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OurFirstInitiativeofMATTisMulti-TouchAttribution
Multi-TouchAttribution:Thescienceofusingadvancedanalyticsonuserleveldatatoallocateproportionalcreditacrossagranular listofmarketingtouchpointsacrossmany,andhopefullyall,online&offlinechannels,leadingtoadesiredcustomeroutcome.
Excluded:TraditionalMMM,brandtrackingandlast-touchattributionmethods
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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
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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
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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
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TheCOREBoardMemberCompaniesLeadingMATT
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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
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ToSummarize:MMA’sgoalfortheMATTMTAinitiativeistohelpmarketers…
34%HaveanMTA
Solution
-29NPS!
Applyingitto
34.7%ofCampaigns(onavg.)
12 Confidential:CannotbesharedwithoutpermissionfromtheMobileMarketingAssociation
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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
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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
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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
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DataQuality&AccuracyWorkingGroup
16
WhatWeHopetoAccomplish?1. StandardsforDataDisclosureandAccuracy2. DataReadinessGuidanceforsuccessfulMTA
WhyDoesitMatter?WithoutconfidenceintheunderlyingdataMTAresultsarenottrustworthy,failingtoproperlyimpactmarketinginvestments
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OneofFirstProjects:MappingMTAdata
17
unifieduserID
Mobile
Desktop
SmartTV
a. MTArequireslinkingtogether4typesofdataattheuserlevel
b. MTAalsoneedsdevicestobemappedtoUnifiedUserIDssothat,forexample,theadimpressiononamobiledevicecanlinkedtotheconversiononadesktop
c. Eachtypeofdatahassub-types,andeachrequirestheirowntechnology
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Linkablemarketing
18
unifieduserID
MobileDesktop
SmartTV
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Walledgardens
19
unifieduserID
MobileDesktop
SmartTV
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Otheraggregatedata
20
unifieduserID
MobileDesktop
SmartTV
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21
unifieduserID
MobileDesktop
SmartTV
So,howdidthestoryend?
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22
unifieduserID
MobileDesktop
SmartTV
Profiling,togettotherightuser
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DataMap
23
unifieduserID
MobileDesktop
SmartTV
a. MTArequireslinkingtogether4typesofdataattheuserlevel
b. MTAalsoneedsdevicestobemappedtoUnifiedUserIDssothat,forexample,theadimpressiononamobiledevicecanlinkedtotheconversiononadesktop
c. Eachtypeofdatahassub-types,andeachrequirestheirowntechnologyanddatastrategyforMTAtobesuccessful
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WalledGardensWorkingGroup
24
WhatWeHopetoAccomplish?LowertheWalledGardensby:
1. Transparencyandverification2. Standardizationoftermsandmetrics3. Makingadvertisingdata‘linkable’
WhyDoesitMatter?Theonlywaytogainanaccurateviewofwhatisworkingistogainacomplete picture,pavingthewayforAgileMarketing