About this report:
The MMA, a trade association with more than 800 member companies worldwide, teamed with TransUnion to examine the state of multi-touch attribution in the industry. MMA had previously been called the Mobile Marketing Association, but today is a broader organization comprising mostly marketers on its board. Based on research and insights from rich one-on-one interviews, the MMA report shows that top marketers are diligently working their way through key obstacles and finding new compelling reasons to embrace MTA in their marketing attribution efforts. The report shares what was learned from these conversations, and offers guidance for marketers still sitting on the fence or looking to take their MTA performance to the next level. When used properly, MTA can be a valuable tool for marketers to use when examining any marketing channel and should be in every marketer's attribution model toolbox.
