presentation to attribution accelerator conference on mmas multi-touch attribution program

An Abbreviated Review of 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 AssociationIn 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

[email protected]

Joel Rubinson

Rubinson Partners, Inc.

@joelrubinson

[email protected]

Today’s Agenda


1. The work we’ve done

2. The insights we’ve gained

3. Where do we go from here

2

MMA Global Board of 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

SMoXMobile ROI

Research

MMA: Supporting marketer success in mobile – ask for help


5

Glo

bal

Bo

ard

Kic

ks O

ff P

roje

ctHow did we Get Here: Phase I Approach to Developing In-Depth Understanding of MTA Approaches

Obtain Provider InputMulti-Touch Attribution

Landscape

RFI

to Providers

Responses from 19

Qualified providers

15 In-depth Discussions

+Academics

CMO

Quantitative Survey ofMarketers

N = 190 Input 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

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


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

One-third of marketers currently use MTA – AND three out of four will be using it in 18 months, reinforcing the importance of getting it right


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 thenear 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

MMA conducted research on marketers’ perspective on MTA. It’s not positive.


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

Let’s look deeper. Marketers are mostly only “somewhat” satisfied with their providers on key elements


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 seewhat is working in close to real-time so we

can adjust in-flight.

Validation evidence: Provider offers proofof the accuracy of its methods.

Transparency: Provider is forthcomingabout 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


Say Hello to MATTMarketing 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

What are Multi-Touch Attribution solutions


Multi-Touch Attribution: The science of using advancedanalytics on user level data to allocate proportionalcredit across a granular list of marketing touchpointsacross many, and hopefully all, online and offlinechannels, 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 eitherit appears. But hope prevails.

Excluded: Traditional MMM, brand tracking and last-touch attribution methods

11


The goal of the MTA initiative is to help marketers to…

12

Most marketers use MTA selectively and many are unsurethe benefits outweigh its cost.


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 than10%

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% onaverage

Up to 20-40% onaverage

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,

13

MMA’s Thesis: The promise of MTA in a digital & mobile age


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.

14

MATT’s MTA Governance


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

15

The MTA Steering Executive Committee – made up of Global and NA Board Members -- is guiding the initiative


Tom DalyGroup Director, Global

ConnectionsThe Coca-Cola Company

Luis Di ComoSVP/Global Media

Unilever

Lou PaskalisSVP/Enterprise Media Planning, Investment & Measurement Exec.

Bank of America

Amit ShahSVP/Online Marketing,

Mobile & Social1-800-Flowers.com

Sanjay GuptaEVP/Marketing, Innovation

& Corporate RelationsAllstate Insurance

Company

16

From our 15 marketer 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 Association17

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.


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.

18

Ultimately, the information we gathered from the process produced six main Use Cases for MTA


Budgeting and PlanningAgile (optimization of)

Marketing

Offline Business

Online Business

Online and Offline

Business

OfflineBusiness

Online Business

Online and Offline

Business

19

In the provider assessments, we have grouped vendor leaders by the following use cases:

We then evaluated the importance of the 7 scoring modules across each use case


Offline Business Online Business Omni Channel

Seven Scoring Modules Planning

Marketing activity

optimizePlanning

Marketing activity

optimizePlanning

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%

In addition to the Use Cases, we considered 12 MTA Decision Criteria in our analysis that may be helpful for marketers when considering solutions


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

Our MTA Decision Guide has three elements


*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 withevaluation

3

http://www.mmaglobal.com/matt/education

Where Do We Go from Here: A Four-Part Webinar Series to Educate Marketers Kicked off November 15th


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 - DONETuesday November 15, 2016 2:00pm to 3:00pm EST

Part 2: Selecting the Best MTA Provider For Your Needs - DONETuesday 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

MATT Working Groups: An Opportunity to Build Out MTA’s Future


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 [email protected]

Discussion: What’s Next


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: [email protected] [email protected]

mailto:[email protected]

mailto:[email protected]

Thank You

Greg Stuart CEO MMA [email protected]

Joel Rubinson, President Rubinson Partners, Inc.

[email protected]