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“We work with our clients every day to overcome their data silos and build a cohesive data-driven culture with Unified Analytics, where MMM and MTA work together to realize significant increases in incremental revenue, improve return on ad spend, and make gains in internal team productivity.” “Getting your data house in order now is the critical first step to establishing a mature and effective marketing analytics practice,” said Michael Schoen, SVP and GM, Neustar Marketing Solutions. “Prioritize which brands can benefit the most from MTA first, analyze the results then apply the learnings to other brands as needed.”

“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 vitally important to roll out MTA slowly,” says Brad Feinberg, North American VP of Media and Consumer Engagement at Molson Coors. “It takes real commitment to lead the charge, and it’s not for the faint of heart.” “With data deprecation and constant change on the privacy horizon, MTA will not survive in its traditional form,” says Eddie Drake, SVP Marketing Data Strategy, Attribution, & Partnerships at Bank of America. “This report highlights both the challenges marketers face along the journey while also providing them with tangible resources to overcome them.”Īmong the brands interviewed for the report include Bank of America, Molson Coors, AT&T, General Motors, Bloomberg Media, and Hallmark. “For over a decade, marketers the world over have been trying to reach the holy grail of MTA, an essential solution for rationalizing investments in more relevant ads, content, experiences and channels that better attract the attention of consumers and ultimately can drive revenue growth” said Lou Paskalis, President and Chief Operating Officer of MMA Global.

Methodology: With the above-referenced disparate-methodologies in play, there is a lack of interoperability which lead directly to roadblocks.

This, in conjunction with differing agenda across the leadership team, are often the cause of organizational roadblocks.

#Multitouch attribution agency plus

Organization: Because many companies use marketing mix modelling (MMM), A/B testing, plus MTA, each often housed in different parts of the enterprise, silos abound.

Data: Nearly 9 in 10 marketers identified the following as the key data roadblocks: Data Quality, Data Access, and Data Linkage.

On a more granular level, the roadblocks are defined accordingly: The report, which compiles the findings from a survey of 250 marketers, shows not only the barriers faced when it comes MTA, but also provides an overview of recent developments that will give marketers several potential paths forward to achieve a comprehensive MTA solution. The report pulls back the curtain and provides an honest and unbiased assessment of the current state of MTA, revealing three key roadblocks inhibiting marketers from adopting true multi-touch attribution: Data, Organization, and Methodology (see below for more detail).

New York, NY - Decem– MMA Global, the association devoted to architecting the future of marketing for CMOs, in partnership with Neustar, today released MTA Is Dead, Long Live MTA, an adjunct report to their State of MTA (Multi-Touch Attribution) study released earlier this year.

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Visit Digital Marketing Depot to download “8 Best Practices for Implementing Multi-Touch Attribution” from Visual IQ to learn how to execute a successful attribution strategy.MMA Global’s report reveals not only the roadblocks, but approaches to overcome them moving forward. Multi-touch attribution shows you the impact of each addressable touch point on a conversion and helps you plan and optimize at a granular level. Brands with more complex customer journeys have found last-touch models lacking and have begun to shift toward more holistic, cross-channel models such as multi-touch attribution.

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Now, how do we track, measure and optimize this activity? Until recently, most marketers used last-touch attribution, which assigns full credit for a conversion to the final touch point in the customer journey.īut new tactics call for new measurement. With digital, we’ve gained the ability to target consumers with relevant content at just the right time and place.

These brands use sophisticated tactics to engage their best customers and prospects wherever they are - online, on their phones or watching video or TV.

Savvy marketers realize the benefits of omnichannel marketing.