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MATT

 * Overview
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 * Join MATT

 1. 
 2. MATT
 3. MATT

Rethinking the world of marketing measurement and attribution. MATT is a
community of marketing and analytics leaders, committed to measurable impact and
accountability by advancing people-based approaches in media measurement and
throughout the entire process of planning and buying.

--------------------------------------------------------------------------------

 

 * FEATURED RESOURCE
   
   How confident are you that your marketing works?
   Assess your Channel Measurement Score - measure the incremental impact of
   each marketing tactic.
   Learn More

 * FEATURED RESEARCH
   
   Movable Middles Growth Framework (MMGF) Research Initiative
   Research revealing a new marketing growth strategy, outperforming traditional
   reach-based marketing plans by more than 50% on return on ad spend (ROAS).
   Learn more

 * FEATURED REPORT
   
   2023 Annual State of Attribution Marketer Benchmark Report
   This year's report reveals a dynamic shift in the marketing and measurement
   landscape, marked by the proliferation of new media, economic environment,
   and the advent of AI.
   Learn More

 * FEATURED SERIES
   
   View On-Demand: CMO Roundtables on Growth
   Leading CMOs discuss & debate five key areas which have a direct role in
   achieving true marketing growth
   Watch On-Demand

 * 
 * 
 * 
 * 



--------------------------------------------------------------------------------


MATT


WHY MATT?

7+ YEARS OF RESEARCH

The MATT frameworks and acceleration tools are the result of 7+ years of
collaborative research between academics and practitioners

WITH 125+ MARKETING LEADERS

The ideas and approaches developed within MATT have been shaped and vetted by
125+ marketing leaders from 18+ industries, representing the leading companies
in the world

TO RETHINK THE WORLD OF MARKETING ATTRIBUTION AND MEASUREMENT

MATT is a community of marketing and analytics leaders, committed to measurable
impact and accountability by advancing people-based approaches in media
measurement and throughout the entire process of planning and buying

GOALS

 * Measurable Impact and Accountability: We aim to replace outdated reach-based
   models with scientific ROI decision making.
 * People-Based Approaches: We believe that the future of marketing will be
   people-based, and therefore the future of marketing measurement must be
   people-based as well.
 * Media Measurement: We are committed to help marketers select and apply
   Multi-Touch Attribution (MTA) with confidence.

 


WHAT DO CMOS SAY ABOUT MATT?




MATT ACCELERATION TOOLS

RESOURCE


HOW CONFIDENT ARE YOU THAT YOUR MARKETING WORKS?
ASSESS YOUR CHANNEL MEASUREMENT SCORE - MEASURE THE INCREMENTAL IMPACT OF EACH
MARKETING TACTIC.

Learn More

RESOURCE


MULTI-TOUCH ATTRIBUTION (MTA) JOURNEY MAP

Step-by-step guide to launch a successful MTA initiative, from inception through
full deployment. Determine at what stage your organization is currently within
the journey to access specific acceleration tools most relevant to you.

Learn more

RESOURCE


MULTI-TOUCH ATTRIBUTION (MTA) DATAMAP

A concise reference tool that visualizes all the data needed, giving brands a
clear picture of how datasets can interact and be integrated for successful MTA
execution.

Learn more
Members Only


GUIDE


MULTI-TOUCH ATTRIBUTION (MTA) DATA STRATEGY GUIDE

A members-only comprehensive planning manual designed to help marketers secure,
organize, and manage quality data.

Learn more
Members Only


GUIDE


MULTI-TOUCH ATTRIBUTION (MTA) TACTICAL SUCCESS GUIDE

A tool for marketers to determine their organization’s data readiness for
employing MTA, discussing specific linking strategies, value of Unified IDs, and
more. It also includes a workbook, allowing marketers to examine how their own
data can be used in MTA.

Learn more
Members Only



MULTI-TOUCH ATTRIBUTION PROVIDER RFI TEMPLATE AND SCORING TOOL

A toolkit developed to guide marketers through the process of identifying,
selecting and applying MTA solutions to drive their business and specifically,
to tie marketing to business outcomes.

Learn more
Members Only



DATA SHARING FOR ATTRIBUTION IN THE AGE OF MTA, GDPR, AND WALLED GARDENS

Obtaining proper data to execute MTA can be challenging. This report will walk
you through the data sharing landscape and share workarounds to help overcome
challenges to reach your full potential of your MTA analytics.

Learn more
Members Only


RESOURCE


PUBLISHER DATA SHARING GRID

Interactive grid allowing you to select, compare, and contrast data sharing
practices of top publishers, breaking them down channel-by-channel, providing
key information at a glance.

Learn more
Members Only


RESOURCE


MTA DATA ACQUISITION RFI TEMPLATE

Members-only template designed to designed to assist marketers with evaluating
and securing high-quality data for attribution efforts. It aims to help get
answers to crucial questions regarding data aggregators, internal data sources,
MTA providers, and DMPs.

Learn more


MATT RESEARCH

RESEARCH


MOVABLE MIDDLES GROWTH FRAMEWORK (MMGF) RESEARCH INITIATIVE
RESEARCH REVEALING A NEW MARKETING GROWTH STRATEGY, OUTPERFORMING TRADITIONAL
REACH-BASED MARKETING PLANS BY MORE THAN 50% ON RETURN ON AD SPEND (ROAS).

Learn more

RESOURCE


BRAND AS PERFORMANCE RESEARCH INITIATIVE
DOES BRAND LIFT TRANSLATE INTO BUSINESS OUTCOMES AND HOW SUSTAINABLE IS IT?

Learn More

REPORT


2023 ANNUAL STATE OF ATTRIBUTION MARKETER BENCHMARK REPORT
THIS YEAR'S REPORT REVEALS A DYNAMIC SHIFT IN THE MARKETING AND MEASUREMENT
LANDSCAPE, MARKED BY THE PROLIFERATION OF NEW MEDIA, ECONOMIC ENVIRONMENT, AND
THE ADVENT OF AI.

Learn More

REPORT


MARKETER BENCHMARK STUDY ON GROWTH
RESEARCH TO UNDERSTAND AND TRACK MARKETER’S UNDERSTANDING AND APPLICATION OF
GROWTH FRAMEWORKS

Download


MATT EVENTS & WEBINARS

SERIES


REGISTER FOR THE GREAT DEBATES: MARKETING MEASUREMENT
THE MARKETING INDUSTRY HAS NEVER AGREED ON A MEASUREMENT STANDARD. MMA GLOBAL
BRINGS TOGETHER INDUSTRY EXPERTS TO DEBATE THE MOST PERTINENT TOPICS AROUND WHAT
GREAT MARKETING MEASUREMENT LOOKS LIKE.

Register Today

SERIES


VIEW ON-DEMAND: CMO ROUNDTABLES ON GROWTH
LEADING CMOS DISCUSS & DEBATE FIVE KEY AREAS WHICH HAVE A DIRECT ROLE IN
ACHIEVING TRUE MARKETING GROWTH

Watch On-Demand

SERIES


WATCH SESSIONS ON-DEMAND: THE GREAT MARKETING GROWTH DEBATES

Marketers may be familiar with at least one marketing growth framework, but few
are familiar with them all. Through this series, the authors of leading growth
frameworks presented their research and answered questions to help marketers
make educated decisions on the optimal approach to drive growth for their
business.

Watch the Series

SERIES


THE GREAT IDENTIFIERS DEBATES

Marketing has an identity crisis. Through this series, the MMA has brought
together more than 30 industry experts to debate the most effective strategies
to roadmap the future of identity.

Watch the Series


MATT GOVERNANCE & MEMBERS

The real power of MATT comes from the collective brands and minds we bring
together for facilitated discussions, futuristic design, and asset creation.
This is a truly collaborative approach to solving some of the biggest challenges
in marketing attribution. Our participating members are listed below.



--------------------------------------------------------------------------------




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ABOUT MMA

Comprised of over 800-member companies globally and 15 regional offices, the MMA
is the only marketing trade association that brings together the full ecosystem
of marketers, martech and media companies working collaboratively to architect
the future of marketing, while relentlessly delivering growth today. Led by
CMOs, the MMA helps marketers lead the imperative for marketing change – in ways
that enable future breakthroughs while optimizing current activities. The MMA is
committed to science and questioning and believes that creating marketing impact
is steeped in constructively challenging the status quo encouraging business
leaders to aggressively adopt proven, peer-driven and scientific best practices,
without compromise. The MMA invests millions of dollars in rigorous research to
enable marketers with unassailable truth and actionable tools. By enlightening,
empowering and enabling marketers, the MMA shapes future success, while also
propelling business growth.

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