MMA Launches Mobile Analytics Guidelines

In the US, the Mobile Marketing Association (MMA) has launched guidelines which explore how marketers and advertisers can use behavioral data gathered from mobile sites, to connect 'more meaningfully' with consumers across all channels.

Non-profit trade association the MMA was set up to establish mobile media guidelines and best practices for the mobile sector. Last year, the body formed a Mobile Analytics Committee, tasked with defining standards and measurement methodologies that govern the practice of mobile analytics.

Its new 'MMA Primer on Mobile Analytics' was developed by this working group of MMA member organizations including Adobe, comScore, Experian Simmons, GFK Retail and Technology, Rentrak, and Webtrends.

The new guidelines have been produced to establish how marketers can tap into mobile analytics and apply the resulting data to drive their marketing strategies.

Michael Becker (pictured), MD of the MMA, comments: 'Recent studies from the MMA, Mary Meeker and others suggest that there will be a dramatic shift in media spending in the near future, with many billions of dollars being directed toward mobile. It is imperative for the marketing community to embrace the latest best practices of mobile analytics and measurement techniques to achieve an optimal return on investment with mobile as an integral part of the marketing mix.'

Web site: www.mmaglobal.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.