You can turn to Multi-Touch Attribution (MTA) to deliver accountable and measurable results by mapping each of the consumer journey to conversion.
However, as you invest in sophisticated measurement tools and navigate the challenges of integrating various models, a hidden threat can silently undermine your efforts: attribution fraud.
It can distort your data, skew your attribution insights, and lead to wasted media spend. Learn from Smart Cross-Marketing Attribution below before taking the Attribution Fraud Risk.
Driving Performance with Data: Insights from SMoX (Smart Cross-Marketing Attribution Research)
MMA’s SMoX case studies with brands such as AT&T, Coca-Cola, Mastercard, Unilever, Walmart, and Allstate show that only granular, integrated data can deliver reliable marketing measurement: by linking CRM, ad-impression, and panel data at the person level across devices, SMoX has moved from proving mobile’s worth to prescribing how to maximize it and validating Multi-Touch Attribution (MTA).
Allstate’s study famously revealed that click-through rates explained just 0.2 % of sales, whereas matching device IDs to CRM records exposed the true performance drivers and guided smarter allocation.
The lesson is clear: in a digital-first & multi-touch world, clean, unified data and real-time analysis are the bedrock of effective attribution.
Protecting Your Investment Starts with Knowing Your Risk
The lessons from SMoX reinforce that the integrity of your data directly impacts the accuracy and effectiveness of your attribution efforts. Even the most sophisticated MTA model is only as good as the data it uses. Attribution fraud introduces corrupted data into your systems, making it impossible to truly understand media effectiveness and leading to suboptimal investment decisions.
To uphold the principles of measurable impact and accountability that the MATT community champions, you must proactively address the risk of attribution fraud.
The Attribution Fraud Assessment Tool offers a practical first step. By providing details for at least three, and up to ten, of your top media partners over a consistent time frame (at least 1 month recommended), you can gain an initial estimate of the extent of app attribution fraud impacting your media investment. This provides essential directional information to help you make informed decisions to protect your valuable media spend.
Know your risk and take steps to protect your investment by utilizing the Attribution Fraud Assessment Tool today: https://www.mmaglobal.com/attribution-fraud-assessment
