Research and Metrics Committee

MMA's Research and Metrics Committees work to ensure that MMA, its members, and other ecosystem stakeholders have the authoritative market data they need to make confident decisions about investing in mobile marketing.

 

Local Relevance, Global Presence.  MMA's research and metrics activities are designed to provide information and insight relevant to members' local markets, while sharing cross-regional metrics guidelines that provide globally consistent quality and comparability.  Research and Metrics Committees operate on two levels:

  • Local and Regional Research Committees:  MMA members work to initiate, supervise and promote research relevant to their market
  • Global Metrics Committee:  local and regional representatives collaborate to share frameworks that ensure a common voice for industry research

 

Research Topics and Activities

Local research committees may prioritize projects within three main topic areas:

  • Consumer Research:  how mobile marketers can maximize consumer acceptance and responsiveness.  Projects may include:
    • Monthly Consumer Briefings
    • Annual Mobile Marketing Attitude and Usage Study
  • Marketer, Advertiser, and Agency Research 
    • Growth & Usage:  how mobile advertising or mobile marketing services are being used by brands and agencies
    • Channel Effectiveness: investigates the effectiveness of mobile marketing's different pathways, and how such effectiveness can best be quantified

Research and Metrics Committee Forum
Research and Metrics Committee Members may access meeting minutes and latest committee discussion documents from the Discussion Forum by clicking here.

To join or learn about the Metrics Committee including any of its sub-committee initiatives, please email research@mmaglobal.com. For information on all other (non-research) committee initiatives, please contact committees@mmaglobal.com.

Global Metrics Committee Co-Chairs:

Daniel Bethlahmy, NBC Universal; Jacqueline Rosales, Luth Research

 

Global Metrics Sub-Committee Chairs:

Consumer Engagement Sub-Committee:  Francesca Nisco, HipCricket

Growth and Usage Sub-Committee:  Leslie Townsend, Kinesis Survey Technologies; Mark Wächter, BVDW

Mobile Channel Effectiveness Sub-Committee:  Darnell Dixon, Hyperfactory; Jennifer Mathissen, Ryan iDirect