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Mastering multi touch attribution
The document provides an overview of the Mobile Marketing Association's (MMA) multi-touch attribution (MTA) assessment and landscape report from 2016, highlighting the challenges and insights gathered from marketers regarding MTA usage and satisfaction. It reveals that although a growing number of marketers are adopting MTA, there is prevalent dissatisfaction with current providers' effectiveness and a general lack of trust in their data. The MMA outlines plans to educate marketers on MTA, along with the establishment of working groups to address critical attribution issues moving forward.
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Mastering multi touch attribution
- 1. An Abbreviated Reviewof MMA’s Multi-Touch Attribution Assessment and Landscape Report 2016 Confidential: Cannot be shared without permission from the Mobile Marketing Association What marketers need to drive marketing productivity in a digital, mobile age Mobile Marketing Association In collaboration with MSI and Rubinson Partners An output of MMA’s N O V E M B E R 2 0 1 6 Greg Stuart CEO MMA greg@mmaglobal.com Joel Rubinson Rubinson Partners, Inc. @joelrubinson joel@rubinsonpartners.com
- 2. Today’s Agenda Confidential: Cannotbe shared without permission from the Mobile Marketing Association 1. The work we’ve done 2. The insights we’ve gained 3. Where do we go from here 2
- 3. MMA Global Boardof Directors John Costello Chair President, Global Marketing & Innovation Dunkin’ Brands Jack Philbin Global Vice Chair Co-Founder & CEO Vibes Carolyn Everson Global Secretary VP, Global Marketing Solutions Facebook Stephen McCarthy Global Treasurer Finance, Infrastructure xAd Cameron Clayton Global Chair Emeritus: President, Product & Technology The Weather Company Greg Stuart MMA President CEO MMA Michael Baker President & CEO DataXu Pete Blackshaw Global Head, Digital Marketing & Social Media Nestle Susan Canavari Chief Brand Officer Chase Tom Daly Group Director, Global Connections The Coca-Cola Company Luis Di Como At Large SVP, Global Media Unilever Amit Gupta Co-Founder InMobi Sanjay Gupta At Large EVP – Marketing, Innovation & Corporate Relations Allstate Insurance Company Jack Haber VP, Global Advertising & Digital Colgate-Palmolive Company Peter Hamilton CEO TUNE John Kosner EVP & General Manager, Digital & Print Media ESPN Ilonka Laviz Digital Marketing Director, Global eBusiness Procter & Gamble William Lonergan Chief Executive Officer RadiumOne Peter McGuinness Chief Marketing & Brand Officer Chobani Margo Geogiadis President, Americas Google Dipanshu “D” Sharma Founder & CEO xAd Gregory R. Raifman President Rubicon Project Andrew Sherrard Chief Marketing Officer T-Mobile Nada Stirratt Chief Executive Officer Verve John Trimble Chief Revenue Officer Pandora Dan Rosen EMEA Regional Rep Global Advertising Director Telefonica Alberto Banano – Pardo LATAM Regional Rep Founder & CEO Adsmovil Michael Donnelly NA Regional Rep SVP, Digital Marketing MasterCard Tom Chavez CEO & Co-Founder Krux Ernesto Echeverri LATAM Regional Rep: Dir. Mktg USA, Canada & Caribbean LATAM Airlines Group Kellyn Kenny VP of Marketing Uber Tim Mahoney CMO General Motors Marc Mathieu CMO Samsung Jeff Lucas CRO Snapchat Karin Timpone Global Marketing Officer Marriott
- 4. SMoX Mobile ROI Research MMA: Supportingmarketer success in mobile – ask for help Confidential: Cannot be shared without permission from the Mobile Marketing Association
- 5. 5 GlobalBoardKicksOffProject How did weGet Here: Phase I Approach to Developing In-Depth Understanding of MTA Approaches Obtain Provider Input Multi-Touch Attribution Landscape RFI to Providers Responses from 19 Qualified providers 15 In-depth Discussions + Academics CMO Quantitative Survey of Marketers N = 190Input from Joint MTA Board Committees Guidance for Marketers on how to choose the right providers Understand Marketer Needs and Practices MTA Board Task Force feedback Wave 2 review of RFI submissions and 1:1 interviews We are here Phase I Phase II Quantitative Survey of Marketers II N = 400 Tech- nical Analy -tics
- 6. 0% 10% 20%30% 40% 50% 60% Privacy Mobile Messaging Ad Blocking Ad Fraud Internet of Things Mobile Social Mobile Shopper Marketing Mobile Native Viewability Mobile Creative Mobile Data Accuracy Mobile Video Location Targeting Mobile Programmatic Effectiveness and ROI Measurement Measurement and Attribution Marketers Total According to past MMA membership research, Measurement and Attribution tops the needs list Confidential: Cannot be shared without permission from the Mobile Marketing Association N=507, Here is a list of themes that relate to the mobile marketing ecosystem. Which of them are currently more important priorities for your company? 6
- 7. One-third of marketerscurrently use MTA – AND three out of four will be using it in 18 months, reinforcing the importance of getting it right Confidential: Cannot be shared without permission from the Mobile Marketing Association 34% 34% 49% 66% 76%15% 17% 10% 25% 0% 20% 40% 60% 80% 100% Yes we curently use MTA We will use in 6 months We will use in 12 months We will use in 18 months We dont plan to use in the near future 75% 81% of current users use one of the main MTA providers. The rest uses other providers or internal solutions Does your company currently use a multi touch attribution (MTA) solution or do you plan to use one in the future? N=412, Total Sample 7
- 8. MMA conducted researchon marketers’ perspective on MTA. It’s not positive. Confidential: Cannot be shared without permission from the Mobile Marketing Association MMA interviews and a quantitative survey reveal the following marketer views on MTA: -29% -35% -30% -25% -20% -15% -10% -5% 0% MTA providers have a dismal Net Promoter ScoreLow Satisfaction. Marketers not happy with the data they are getting. Fragmented Provider Ecosystem. Top 10 providers account for only two-thirds of use. Mistrust and Hesitation. Marketers have a huge lack of trust, and hesitate to use MTA.** Minimal Expert Understanding. Marketers don’t have MTA expertise. Different Approaches. 19 providers, 25 modeling methods Overall how likely is it you would recommend your main multi touch attribution (MTA) provider? N=118, Total MTA users 1NPS style calculation created from 10 pt satisfaction question 8
- 9. Let’s look deeper.Marketers are mostly only “somewhat” satisfied with their providers on key elements Confidential: Cannot be shared without permission from the Mobile Marketing Association However marketers who are “completely” satisfied with any of these drivers, report a positive provider NPS score, of closer to +10.55% 57% 52% 17% 25% 32% Agile Marketing: Provider allows us to see what is working in close to real-time so we can adjust in-flight. Validation evidence: Provider offers proof of the accuracy of its methods. Transparency: Provider is forthcoming about its modeling approach Somewhat Satisfied Completely Satisfied Please use the following scale to evaluate your satisfaction with your main MTA (multi touch attribution) provider. N=115 Total MTA users 9
- 10. Confidential: Cannot beshared without permission from the Mobile Marketing Association Say Hello to MATT Marketing Attribution Think Tank (MATT) MATT uses the MMA’s knowledge of industry challenges and the priorities of our members and partners. In collaboration with MMA’s Global and North American boards, its aim is to provide marketers with a solid foundation, strong education and a clear point of view, helping them move toward application of strong MTA solutions. 10
- 11. Confidential: Cannot beshared without permission from the Mobile Marketing Association The goal of the MTA initiatve is to help marketers to… 11
- 12. Most marketers useMTA selectively and many are unsure the benefits outweigh its cost. Confidential: Cannot be shared without permission from the Mobile Marketing Association Majority of marketers use MTA selectively, not across all of their budget Six out of 10 marketers think their MTA solution, on average, drives some incremental results or ROI Yet, the majority are not convinced the cost of MTA is worth the benefits 35% 18% 16% 17% 15% Less than 10% 10% to 30% 30% to 50% 50% to 70% 70% to 100% 5% 28% 22% 11% 2% 32% No increase Up to 10% on average Up to 10-20% on average Up to 20-40% on average 40% and above Not sure / Don’t Know 2% 10% 27% 43% 18% Definitely not Probably not Not sure Yes, probably Yes, definitely What share of your total marketing budget (including advertising) do you assess roughly speaking, using a Multi-Touch Aattribution solution? (Please consider whether you use MTA for all or just some of your marketing activities and channels) Based on your experience, what do you think is the average impact/lift of using your MTA solution on the total ROI of your marketing activities? Does your current MTA solution pay off for its cost, in terms of driving incremental ROI and impact for your marketing spend to justify its cost? N=107, 12
- 13. MMA’s Thesis: Thepromise of MTA in a digital & mobile age Confidential: Cannot be shared without permission from the Mobile Marketing Association Marketers need something more than Marketing Mix Modeling (MMM). They need measurement that ensures the right content is resonating with the right consumers in a relevant context. MTA’s promise is to deliver: • A total solution that lets marketers know exactly what levers are working to produce business outcomes. • A single source of truth that gives marketers’ the capability to evaluate all of their marketing and its context, rather than using a patchwork of models. • Confidence that it is more likely to measure digital marketing accurately as compared with Marketing Mix Modeling. • The ability to optimize marketing spend by allowing budgets to be shifted in flight. • Maximized marketing impact that gets the most out of a data-driven, digital, mobile, addressable marketing age. 13
- 14. MATT’s MTA Governance Confidential:Cannot be shared without permission from the Mobile Marketing Association Global and NA Board MTA Marketers Council (24+ members of MMA Boards) MMA Board MTA Steering Executive Committee MMA Attribution Expert Advisory Task Force MMA Attribution Technical Advisory Task Force MSI: Marketing Science Institute Role: * Advise on the deliverable to MMA membership and industry at large * Answers the question “What do I need from MTA that will impact marketing decisions on digital, mobile and marketing spend?” Role: * Vet and validate methodology/math * Provide input on methodologies that are trustworthy and powerful, validation evidence that is believable, data quality that makes providers’ systems dependable and accurate Role: * Vet and validate methodology/math (see Tech Advisory Task Force role for more specifics) * Add expertise and independence Allstate, American Express, Bank of America, Choice Hotels, Colgate-Palmolive, T-Mobile, Unilever, etc. Bank of America, Choice Hotels, Colgate- Palmolive, Dunkin’ Brands, Johnson & Johnson, Nestle, T-Mobile, Unilever. etc. Earl Taylor, CMO, MSI Academic experts from : Boston College, Northeastern, Temple, Texas A&M, etc. To ensure future success, the following governance was established for the MTA program MMA Staff and Outside Expert (Joel Rubinson) MMA Global Board of Directors MMA North America Board of Directors 14
- 15. The MTA SteeringExecutive Committee – made up of Global and NA Board Members -- is guiding the initiative Confidential: Cannot be shared without permission from the Mobile Marketing Association Tom Daly Group Director, Global Connections The Coca-Cola Company Luis Di Como SVP/Global Media Unilever Lou Paskalis SVP/Enterprise Media Planning, Investment & Measurement Exec. Bank of America Amit Shah SVP/Online Marketing, Mobile & Social 1-800-Flowers.com Sanjay Gupta EVP/Marketing, Innovation & Corporate Relations Allstate Insurance Company 15
- 16. From our 15marketer interviews; 6 committee meetings, review of 19 RFI’s plus 1.6 discussions with each provider, 10 discussions with major academics and 100+ collective years of advertising experience from our expert panel… Confidential: Cannot be shared without permission from the Mobile Marketing Association16 We spotted five trends showing how MTA offerings are evolving: ① Unified IDs are replacing cookies. ② Convergence modeling is on the rise. ③ Increased use of experimental design. ④ Shift from reporting to optimization. ⑤ Movement of MTA from U.S.-centric to global.
- 17. Confidential: Cannot beshared without permission from the Mobile Marketing Association Important: One Size Doesn’t Fit All To manage the complexity, we developed an assessment framework both to identify preferred providers and for use by marketers who are evaluating potential solutions. Using all of the data we gathered in the MTA initiative, we realized that one size doesn’t fit all. MTA solutions differ on a number of factors and offer a matrix of potential solutions. 17
- 18. Ultimately, the informationwe gathered from the process produced six main Use Cases for MTA Confidential: Cannot be shared without permission from the Mobile Marketing Association Budgeting and Planning Agile (optimization of) Marketing Offline Business Online Business Online and Offline Business Offline Business Online Business Online and Offline Business 18 In the provider assessments, we have grouped vendor leaders by the following use cases:
- 19. We then evaluatedthe importance of the 7 scoring modules across each use case Confidential: Cannot be shared without permission from the Mobile Marketing Association19 Offline Business Online Business Omni Channel Seven Scoring Modules Planning Marketing activity optimize Planning Marketing activity optimize Planning Marketing activity optimize 1. Agile Marketing - 30% - 30% - 35% 2. Mobile ready 10% 15% 10% 15% 10% 15% 3. Comprehensive across marketing channels, goals, process stage 30% 5% 20% - 30% 10% 4. Appropriate for offline businesses 20% 15% - - 15% 5% 5. Appropriate for online businesses - - 30% 20% 15% 5% 6. Offline media effects 10% 5% 10% 5% 10% 10% 7. Validity 30% 30% 30% 30% 20% 20%
- 20. In addition tothe Use Cases, we considered 12 MTA Decision Criteria in our analysis that may be helpful for marketers when considering solutions Confidential: Cannot be shared without permission from the Mobile Marketing Association20 Transparency of Approach Validation of Results and Outcome Unified IDs Based On Deterministic Data Assets Experimental Design Specific Approach For Offline Media Agile Marketing Enabler Single Source Linkage to Sales Data Convergence of MMM and MTA Can Assess Brand vs. Performance Goals Comprehensive Answers for Planning and Budgeting Highly Rated for Mobile Special Noteworthy Capabilities
- 21. Our MTA DecisionGuide has three elements Confidential: Cannot be shared without permission from the Mobile Marketing Association21 *The Decision Guide is available for members only at http://www.mmaglobal.com/matt/education. This Report: A comprehensive guide to MTA 1 MATT RFI Template 2 Scoring Tool: To help with evaluation 3
- 22. Where Do WeGo from Here: A Four-Part Webinar Series to Educate Marketers Kicked off November 15th Confidential: Cannot be shared without permission from the Mobile Marketing Association22 The MMA is introducing a four-part webinar series designed to demystify MTA. Intended to educate marketers and provide guidance in identifying and harnessing the best MTA methods. Part 1: Intro to Multi-Touch Attribution (MTA) Methods - DONE Tuesday November 15, 2016 2:00pm to 3:00pm EST Part 2: Selecting the Best MTA Provider For Your Needs - DONE Tuesday November 29, 2016 2:00pm to 3:00pm EST Part 3: Making Sense of Attribution Approaches Tuesday December 13, 2016 2:00pm to 3:00pm EST Part 4: Leveraging MTA to Improve Marketing Effectiveness Tuesday January 10, 2017 2:00pm to 3:00pm EST The webinars will share in-depth MTA modeling techniques and use cases, as well as provide a sophisticated scoring methodology and tools that can be used to fine-tune and accelerate the MTA provider selection process
- 23. MATT Working Groups: AnOpportunity to Build Out MTA’s Future Confidential: Cannot be shared without permission from the Mobile Marketing Association23 Based on our analysis of MTA focus areas going forward, we plan on creating a number of working groups focused on sub-topics that speak to attribution. Potential MATT Working Groups include, but are not limited to: 1.Unified Identifiers 2.Best Practices & Standards • Operational • Marketing • Analytics 3.Data Quality 4.Addressing Walled Gardens 5.Mobile Mix (Only) Attribution 6.Validation and Benchmarking To participate in a working group, email matt@mmaglobal.com
- 24. Discussion: What’s Next Confidential:Cannot be shared without permission from the Mobile Marketing Association24 Let’s talk about taking this all to the next level. 1. What has been your experience with MTA companies? 2. Where could there be improvements? 3. What else might you need? 4. What can we further work on together to drive MTA development? 5. Other? Other thoughts: greg@mmaglobal.com joel@rubinsonpartners.com
- 25. Thank You Greg StuartCEO MMA greg@mmaglobal.com Joel Rubinson, President Rubinson Partners, Inc. joel@rubinsonpartners.com
- 26. What are Multi-TouchAttribution solutions Confidential: Cannot be shared without permission from the Mobile Marketing Association Multi-Touch Attribution: The science of using advanced analytics on user level data to allocate proportional credit across a granular list of marketing touchpoints across many, and hopefully all, online and offline channels, leading to a desired customer outcome. (Methods might be augmented with aggregated data.) It is most commonly applied for agile, or optimization of, marketing. And Increasingly for budgeting & planning. But the promise is not meeting the expectation for either it appears. But hope prevails. Excluded: Traditional MMM, brand tracking and last-touch attribution methods 26 Is this really needed? For this audience? I’d move to back.