The document discusses the future of marketing measurement according to leaders from the Mobile Marketing Association (MMA). It notes that traditional marketing measurement is outdated and not capturing the full picture. The MMA is working to address this through initiatives like their Multi-Touch Attribution (MTA) framework, which aims to properly attribute marketing outcomes across all touchpoints. Research from the MMA has found that an optimized marketing mix including mobile can increase key metrics like sales by over 150%. Moving forward, the MMA believes the best approach is measuring performance and branding effects over both the short and long term through MTA.

1. MMA: Mapeando o
caminho para o
futuro
O Futuro de acordo com 60+ Global CMO
& líderes de marketing leaders que
fazem parte dos boards da MMA
Greg Stuart
CEO
greg@mmaglobal.com
Mobile Marketing Association

2. 1. The Problem:
We thought it was proving the ROI of Mobile
2. …But we Found a Bigger problem…
Marketing measurement is out of touch
3. …the MMA is driving a solution
Challenge is that it’s hard, and early. But still critical
Today’s Agenda (about the future)

3. First: Who’s ‘behind’ the MMA Future Agenda
3
CMO GM
CMO Verizon
CMO Allstate
CMO Chobani
CMO Samsung
CMO CVS
Head of Marketing LATAM Air
CBO JP Morgan
Global Media Unilever
Global Brand Officer Marriott
Others…
$20 billion in Marketing Spend
Global CRO - Facebook
Global CRO – Snapchat
Global CRO – Twitter
Global CRO – Pandora
President, Google Americas
CEO Tune
CEO GroundTruth
$125B+ in Marketing Revenue

4. In 2011, Mobile Had
a Real Problem
NO measurement
company or platform
was able to measure the
Value/ROI of Mobile in
the Marketing Mix
4
In spite of Mobile
being the single
greatest revolution in
consumer media
habits in our
generation

5. Last year (and year before), I Referenced….
5
SMoX.me = Smart Mobile Cross Marketing Effectiveness Studies

6. TV
Print
Internet
FSI
Cinema
Social
Radio
OOH
Mobile Display
Display,
video,
social
Display,
video,
native,
location
Display,
audio,
video
social
Display,
video,
social
Display,
video,
social
Display,
video,
social
Display,
RM,
Weather
targeting,
social,
video
Display,
Video,
behavioral,
retargeting,
location,
contextual
Display,
Video,
RM, social
Contextual,
location,
daypart6
2014 2015 2015 2015 2016 2016 2016 2016 2017 2017
Each Campaign Measured a Variety of Media Mixes

7. Overall, SMoX Patterns in Optimized Marketing Mixes
suggest that Mobile should be 15%-20% of Total Media
7
1%
5% 4%
6% 5%
12% 11%
16%
26%
20%
15%
12%
15% 15%
19%
17% 17%
0%
5%
10%
15%
20%
25%
30%
35%
AT&T Gold Peak
Tea/Coca Cola
MasterCard Walmart 825 Coca Cola
China
Coca Cola
Brazil
Unilever
Magnum
Allstate Wendys
% of mobile display in the mx (ex search)
Optimal allocations to Mobile
as a percentage of total marketing mix
Gap to Optimal
Actual Spend

8. And when Mobile is Optimized; Gains are nearly +20%
in Brand metrics and +7% to (a crazy) +60% in Sales
8
18%
7%
17% 14% 16%
60%
13% 7%
0%
25%
50%
75%
100%
125%
150%
175%
AT&T Gold Peak
Tea/Coca
Cola
MasterCard Walmart 825 Coca Cola
China
Coca Cola
Brazil
Unilever
Magnum
Allstate Wendys
% of mobile display in the mx (ex search)
Increase in Key Business Outcomes
Based Mobile in the Mix versus No Mobile
Increase in Key
Business Outcomes
Sales
SalesSalesSalesSalesBrand
Sales
Image

9. We Learned a Lot
from SMoX
For one…GOD is NOT
DEAD!
TV still works (but not in
the ways you may have
imagined)
9
Mobile offers a big
Opportunity but MIX
Still Really Matters

10. TV (God) is not Dead! Plus or minus, Half of the Media
Mix should Still go to TV.
10
70% 38%
Awareness,
New product
launch
Image and
Sales, Brand
Building
Image and
Sales,
National
Launch
70% 65% 60%
Image,
existing
brand
50%
Sales,
Promotional,
Education
needed
Promotion, no
education needed
50% 38%

11. But Shorter Video is TWICE as Valuable
11 Proprietary & Confidential
Video Audio
200 118
100 100
*Index is based on Number of people who became more likely to consider Allstate / $ spent
15-SECONDS
30-SECONDS

12. 0%
2%
4%
6%
8%
10%
12%
PointIncreaseinPricePerception
Frequency
Frequency to Lift Response Mobile Video vs. TV*
And we Don’t Need to Run Nearly as Much as is
required in TV
12
CABLE TV
MOBILE VIDEO
2-3 Ads are
Enough in Mobile

13. In Addition to all
that; a Disruptive
Trend Emerged
Seems that our
assumptions were
being reset and
reshaped.
13
Measuring Mobile is
not the issue. It is
measuring the whole
marketing stack, “in
all it’s permutations”
is critical.

14. 14
Just Looking at Ads, Doesn’t tell us the Whole Story
14
Branding:
Aided Awareness/
$ spent*
Sales:
ROI
Mobile Display
with weather
targeting
Mobile
Display
Campaign Average
(across all media) 100 100
*Index is based on Number of people who became aware of Magnum per $ spent.
200 147
175 ZERO

15. *Index is based on Number of people who became more likely to consider Allstate / $ spent
We’ve Consistently Seen How Targeting Improves
Performance. Even Location for Insurance
Mobile Video Targeting Consideration / $ Spent
+ Behavioral
targeting
+ Contextual
targeting
Demographic
targeting 100
15
320
191

16. Then Suddenly,
Everything Changed

17. Proprietary & Confidential 17

18. And New Data integrations makes new
Opportunities (audience & performance) possible
Foot traffic /
$ spent*
Commuter
Coupon User
Campaign Average
(across all media) 100
518
500
18

19. The Impact of getting it RIGHT?
33%
Of the mix
in mobile
+166%
Foot traffic

20. Wendy’s Set a New Goal Level when the Brand Found
Highly Targeted, Large Segments that Really Worked
20
1%
5% 4%
6% 5%
12% 11%
16%
26%
20%
15%
12%
15% 15%
19%
17% 17%
33%
0%
5%
10%
15%
20%
25%
30%
35%
AT&T Gold Peak
Tea/Coca Cola
MasterCard Walmart 825 Coca Cola
China
Coca Cola
Brazil
Unilever
Magnum
Allstate Wendys
% of mobile display in the mx (ex search)
Optimal allocations to Mobile
as a percentage of total marketing mix
Gap to Optimal
Actual Spend

21. Now We have a New Vision for How High, High Could Be
21
18%
7%
17% 14% 16%
60%
13% 7%
166%
0%
25%
50%
75%
100%
125%
150%
175%
AT&T Gold Peak
Tea/Coca
Cola
MasterCard Walmart 825 Coca Cola
China
Coca Cola
Brazil
Unilever
Magnum
Allstate Wendys
% of mobile display in the mx (ex search)
Increase in Key Business Outcomes
Based Mobile in the Mix vs. No Mobile
Increase in Key
Business Outcomes
Sales
SalesSalesSalesSalesBrand
Sales
Image
Traffic

22. The ONLY answer is
Multi-Touch
Attribution, or MTA
MMA Board believes
it’s hard but needs to
be done
22
It’s the only answer.
We have to get
there. Solves so
many issues.
But it’s really hard,
and early

23. First, what Is MTA
23
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.
Excluded: Traditional MMM, brand tracking and last-touch attribution methods

24. …How else do we assess the value of ad unit combination #159:
Or, Mobile video channel targeting men who
have visited a dealership in the last 7 days
…Or assess the value of ad unit combination #395:
Or, Mobile audio channel targeting women who
commute by a QSR regularly over last month
…Versus the dozen’s or hundreds of other ad format, data, target, time of day,
context, location, etc. combinations
The issue is that ONLY MTA can get Granular
24

25. So, in September 2016, we Launched…
25
MATT is a community of industry experts committed to rethinking
the world of marketing measurement and attribution; seeking to
give marketers better measurements, tools and confidence in
connecting marketing to business outcomes.
All MMA members are invited to participate in MATT

26. MATT’s MTA Strategy – How it all fits together…
26
MTA Decision Guide™
- MTA Landscape Report
- MTA Provider Scoring Tool
- MTA Request for Information
- 4-Part Intro to MTA Webinar
MTA Tactical
Success Guide™
MMA MTA Data
Map™
Data
Acquisition RFI™
Perspective on
Walled Gardens™
MTA Data
Strategy Guide™
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
QUARTERLY
BENCHMARK
SURVEYS
To be released Q1 ‘18
To be released Dec ‘17
To be released Dec ‘17
Released Sept ‘17Released Nov‘16 Released Jan ‘17

27. North America
MMA MTA Data Map™
27
Meant to be Single
Visual on MTA Strategy
1. Poster-sized framework
for complete data
picture
2. Companion booklet
with “how to”
instructions
3. Ensures nothing gets
“left out” of the
marketer, agency, DMP,
and MTA provider
strategy discussions
DataMap
1
™
Confidential: Cannot be shared without permission from the Mobile Marketing Association
Unified
User ID
Mobile
Desktop
Smart TV
Customer
Interaction

28. I am here to bring you a vison from the future

29. Measuring
“Brand as Performance”
However:
1. We need to measure effect on a comparable basis over time (apples-to-apples)
2. Need to agree that Brand pays off over time, or might not pay off at all
Proposed New MMA Program Using MTA
29

30. Performance Branding
Set up
test
and
control
Run media.
Measure short
term brand & sales
impact
Create Campaign
impact segments
at the individual
level
Deterministic
Track over
time
Measure
TOTAL sales lift
for each short
term segment
Run media
optimization
on total effect
No
impact
For each
channel we
expect to
run both
branding &
performance
creative
Blackout /no
exposure to
media tactics
Test
Control
2MM unified
IDs in @ test
and control
Surveys for brand effects
(n=25,000), digital
data/sales for conversion
Classify each user based on
campaign reactions from
surveys and conversion data
Compare sales lift
of each segment vs.
control
Simulate campaign
performance with optimal
allocation
1
No
impact
Brand
Impact
$ales
Impact
Both
Track over time at
the individual level
Run attribution to assign
credit to each media
using TOTAL sales.
+xx%
Sales
2 3 4 5 6
15%
13%
22%
Short
Term
Long
Term
segments sales lift
Xx%
Xx%
80%
20%
Performance
Branding
6-12+ months
30

31. MMA: Reshaping the Future of Marketing
SMoX
Mobile ROI Research

32. 32
Thanks
Greg Stuart
CEO
Mobile Marketing Assoc.
greg@mmaglobal.com

33. 33