Presentation at the Attribution Accelerator event on Nov 30,2017 in NY , sharing the work of the Mobile Marketing Association

1. 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 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: Cannot be 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 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

4. SMoX
Mobile ROI
Research
MMA: Supporting marketer success in mobile – ask for help
Confidential: Cannot be shared without permission from the Mobile Marketing Association

5. 5
GlobalBoardKicksOffProject
How did we Get 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 marketers currently 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 research on 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 be shared 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 be shared without permission from the Mobile Marketing Association
The goal of the MTA initiatve is to help
marketers to…
11

12. Most marketers use MTA 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: The promise 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 Steering Executive 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 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 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 be shared 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 information we 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 evaluated the 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 to the 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 Decision Guide 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 We Go 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:
An Opportunity 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 Stuart CEO MMA greg@mmaglobal.com
Joel Rubinson, President Rubinson Partners, Inc.
joel@rubinsonpartners.com

26. What are Multi-Touch Attribution 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.