MMA Forms Mobile Analytics Committee

In New York, the MMA (Mobile Marketing Association) has formed a Mobile Analytics Committee, tasked with defining standards and measurement methodologies that govern the practice of mobile analytics.

Last November, the non-profit trade association partnered with the Interactive Advertising Bureau (IAB) to draw up guidelines for standardizing key metrics for mobile audience measurement.

The MMA's new Mobile Analytics Committee will address what it calls the industry's lack of metrics and measurement standards, to help brands develop ROI-focused mobile strategies and guide the evolution of mobile site and app user experience. Additionally, it will create definitions and guidelines for data collection.

'There are no clear standards today for marketers to measure their mobile efforts, and this is an issue we have been asked to address by our member companies,' explains MMA MD, Michael Becker. 'Through the formation of the mobile analytics committee, we are providing a much-needed forum to address the needs of the industry today.'

The committee with be co-chaired by mobile executives from Coca-Cola and analytics company Webtrends. Additional charter members are currently being added to represent brands and mobile analytics providers.

Members include:

• Co-chair - Michael Ricci, VP of Mobile, Webtrends
• Co-chair - Doug Busk, Mobile Brand Strategy - Global Connections, Coca-Cola
• Barbara Williams, Mobile Marketing Global Practice Leader, Microsoft
• Jeff Torgerson, Senior Product Manager, Mobile, Microsoft.com
• Paul Strupp, Senior Analytics Product Manager at RIM
• Chris Wayman, VP & GM - Mobile at Merkle
• Eric Rickson, Director of Mobile Analytics, Webtrends.

Web site: www.mmaglobal.com .