| Page 174 | MMA / Marketing + Media Alliance

MATT Incrementality Tool

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Company

Q1. Approximately how much money did your organization spend in 2022 on advertising, marketing and promotions in each of the following major paid advertising channels?

	Dollar Spend
Linear TV	Linear TV
On-demand TV	On-demand TV
Paid Search	Paid Search
Web and Mobile Ads	Web and Mobile Ads
Social Platforms	Social Platforms
Direct Mail & Email	Direct Mail & Email
Radio, Streaming Audio	Radio, Streaming Audio
Out-of-home	Out-of-home
Print	Print

Q2A. On a scale of 1-5, what is your organization’s ability to reconcile results from different measurement tools?

Q2B. On a scale of 1-5, what is your organization’s ability to take action based on the results of your marketing measurement?

Q3. Linear TV

	Percent of Ad Spend
Counting metrics (e.g. GRPs, Clicks)	Counting metrics (e.g. GRPs, Clicks)
Expert Opinion	Expert Opinion
Long-term Cohort Studies, Customer Lifetime Value	Long-term Cohort Studies, Customer Lifetime Value
Market Mix Models	Market Mix Models
Multi-touch Attribution - Machine Learning ("New")	Multi-touch Attribution - Machine Learning ("New")
Multi-touch Attribution - Rules-based ("Classic")	Multi-touch Attribution - Rules-based ("Classic")
Quasi-Experiments with Synthetic Controls	Quasi-Experiments with Synthetic Controls
Experiments	Experiments
Randomized A/B Tests ("King of the Hill")	Randomized A/B Tests ("King of the Hill")
Geo-Holdout Tests	Geo-Holdout Tests
ID level non-randomized	ID level non-randomized
ID level non-randomized, but controlling for demos	ID level non-randomized, but controlling for demos
ID level non-randomized, but controlling for demos and brand propensity	ID level non-randomized, but controlling for demos and brand propensity
ID level non-randomized, but controlling for demos, brand propensity and media exposure	ID level non-randomized, but controlling for demos, brand propensity and media exposure
ID level non-randomized, but controlling for demos, brand propensity, media exposure, and using counterfactual modeling	ID level non-randomized, but controlling for demos, brand propensity, media exposure, and using counterfactual modeling
Randomized Controlled Trials - Intent to Treat	Randomized Controlled Trials - Intent to Treat
Randomized Controlled Trials - PSAs or Ghost Ads	Randomized Controlled Trials - PSAs or Ghost Ads
Weighted Index	Weighted Index

Q4. On-Demand TV

	Percent of Ad Spend
Counting metrics (e.g. GRPs, Clicks)	Counting metrics (e.g. GRPs, Clicks)
Expert Opinion	Expert Opinion
Long-term Cohort Studies, Customer Lifetime Value	Long-term Cohort Studies, Customer Lifetime Value
Market Mix Models	Market Mix Models
Multi-touch Attribution - Machine Learning ("New")	Multi-touch Attribution - Machine Learning ("New")
Multi-touch Attribution - Rules-based ("Classic")	Multi-touch Attribution - Rules-based ("Classic")
Quasi-Experiments with Synthetic Controls	Quasi-Experiments with Synthetic Controls
Experiments	Experiments
Randomized A/B Tests ("King of the Hill")	Randomized A/B Tests ("King of the Hill")
Geo-Holdout Tests	Geo-Holdout Tests
ID level non-randomized	ID level non-randomized
ID level non-randomized, but controlling for demos	ID level non-randomized, but controlling for demos
ID level non-randomized, but controlling for demos and brand propensity	ID level non-randomized, but controlling for demos and brand propensity
ID level non-randomized, but controlling for demos, brand propensity and media exposure	ID level non-randomized, but controlling for demos, brand propensity and media exposure
ID level non-randomized, but controlling for demos, brand propensity, media exposure, and using counterfactual modeling	ID level non-randomized, but controlling for demos, brand propensity, media exposure, and using counterfactual modeling
Randomized Controlled Trials - Intent to Treat	Randomized Controlled Trials - Intent to Treat
Randomized Controlled Trials - PSAs or Ghost Ads	Randomized Controlled Trials - PSAs or Ghost Ads
Weighted Index	Weighted Index

Q5. Paid Search

	Percent of Ad Spend
Counting metrics (e.g. GRPs, Clicks)	Counting metrics (e.g. GRPs, Clicks)
Expert Opinion	Expert Opinion
Long-term Cohort Studies, Customer Lifetime Value	Long-term Cohort Studies, Customer Lifetime Value
Market Mix Models	Market Mix Models
Multi-touch Attribution - Machine Learning ("New")	Multi-touch Attribution - Machine Learning ("New")
Multi-touch Attribution - Rules-based ("Classic")	Multi-touch Attribution - Rules-based ("Classic")
Quasi-Experiments with Synthetic Controls	Quasi-Experiments with Synthetic Controls
Experiments	Experiments
Geo-Holdout Tests	Geo-Holdout Tests
ID level non-randomized	ID level non-randomized
ID level non-randomized, but controlling for demos	ID level non-randomized, but controlling for demos
ID level non-randomized, but controlling for demos and brand propensity	ID level non-randomized, but controlling for demos and brand propensity
ID level non-randomized, but controlling for demos, brand propensity and media exposure	ID level non-randomized, but controlling for demos, brand propensity and media exposure
ID level non-randomized, but controlling for demos, brand propensity, media exposure, and using counterfactual modeling	ID level non-randomized, but controlling for demos, brand propensity, media exposure, and using counterfactual modeling
Randomized A/B Tests ("King of the Hill")	Randomized A/B Tests ("King of the Hill")
Randomized Controlled Trials - Intent to Treat	Randomized Controlled Trials - Intent to Treat
Randomized Controlled Trials - PSAs or Ghost Ads	Randomized Controlled Trials - PSAs or Ghost Ads
Weighted Index	Weighted Index

Q6. Web & Mobile Ads

	Percent of Ad Spend
Counting metrics (e.g. GRPs, Clicks)	Counting metrics (e.g. GRPs, Clicks)
Expert Opinion	Expert Opinion
Long-term Cohort Studies, Customer Lifetime Value	Long-term Cohort Studies, Customer Lifetime Value
Market Mix Models	Market Mix Models
Multi-touch Attribution - Machine Learning ("New")	Multi-touch Attribution - Machine Learning ("New")
Multi-touch Attribution - Rules-based ("Classic")	Multi-touch Attribution - Rules-based ("Classic")
Quasi-Experiments with Synthetic Controls	Quasi-Experiments with Synthetic Controls
Experiments	Experiments
Randomized A/B Tests ("King of the Hill")	Randomized A/B Tests ("King of the Hill")
Geo-Holdout Tests	Geo-Holdout Tests
ID level non-randomized	ID level non-randomized
ID level non-randomized, but controlling for demos	ID level non-randomized, but controlling for demos
ID level non-randomized, but controlling for demos and brand propensity	ID level non-randomized, but controlling for demos and brand propensity
ID level non-randomized, but controlling for demos, brand propensity and media exposure	ID level non-randomized, but controlling for demos, brand propensity and media exposure
ID level non-randomized, but controlling for demos, brand propensity, media exposure, and using counterfactual modeling	ID level non-randomized, but controlling for demos, brand propensity, media exposure, and using counterfactual modeling
Randomized Controlled Trials - Intent to Treat	Randomized Controlled Trials - Intent to Treat
Randomized Controlled Trials - PSAs or Ghost Ads	Randomized Controlled Trials - PSAs or Ghost Ads
Weighted Index	Weighted Index

Q7. Social Platform Ads

	Percent of Ad Spend
Counting metrics (e.g. GRPs, Clicks)	Counting metrics (e.g. GRPs, Clicks)
Expert Opinion	Expert Opinion
Long-term Cohort Studies, Customer Lifetime Value	Long-term Cohort Studies, Customer Lifetime Value
Market Mix Models	Market Mix Models
Multi-touch Attribution - Machine Learning ("New")	Multi-touch Attribution - Machine Learning ("New")
Multi-touch Attribution - Rules-based ("Classic")	Multi-touch Attribution - Rules-based ("Classic")
Quasi-Experiments with Synthetic Controls	Quasi-Experiments with Synthetic Controls
Experiments	Experiments
Randomized A/B Tests ("King of the Hill")	Randomized A/B Tests ("King of the Hill")
Geo-Holdout Tests	Geo-Holdout Tests
ID level non-randomized	ID level non-randomized
ID level non-randomized, but controlling for demos	ID level non-randomized, but controlling for demos
ID level non-randomized, but controlling for demos and brand propensity	ID level non-randomized, but controlling for demos and brand propensity
ID level non-randomized, but controlling for demos, brand propensity and media exposure	ID level non-randomized, but controlling for demos, brand propensity and media exposure
ID level non-randomized, but controlling for demos, brand propensity, media exposure, and using counterfactual modeling	ID level non-randomized, but controlling for demos, brand propensity, media exposure, and using counterfactual modeling
Randomized Controlled Trials - Intent to Treat	Randomized Controlled Trials - Intent to Treat
Randomized Controlled Trials - PSAs or Ghost Ads	Randomized Controlled Trials - PSAs or Ghost Ads
Weighted Index	Weighted Index

Q8. Direct Mail & Email

	Percent of Ad Spend
Counting metrics (e.g. GRPs, Clicks)	Counting metrics (e.g. GRPs, Clicks)
Expert Opinion	Expert Opinion
Long-term Cohort Studies, Customer Lifetime Value	Long-term Cohort Studies, Customer Lifetime Value
Market Mix Models	Market Mix Models
Multi-touch Attribution - Machine Learning ("New")	Multi-touch Attribution - Machine Learning ("New")
Multi-touch Attribution - Rules-based ("Classic")	Multi-touch Attribution - Rules-based ("Classic")
Quasi-Experiments with Synthetic Controls	Quasi-Experiments with Synthetic Controls
Experiments	Experiments
Geo-Holdout Tests	Geo-Holdout Tests
ID level non-randomized	ID level non-randomized
ID level non-randomized, but controlling for demos	ID level non-randomized, but controlling for demos
ID level non-randomized, but controlling for demos and brand propensity	ID level non-randomized, but controlling for demos and brand propensity
ID level non-randomized, but controlling for demos, brand propensity and media exposure	ID level non-randomized, but controlling for demos, brand propensity and media exposure
ID level non-randomized, but controlling for demos, brand propensity, media exposure, and using counterfactual modeling	ID level non-randomized, but controlling for demos, brand propensity, media exposure, and using counterfactual modeling
Randomized A/B Tests ("King of the Hill")	Randomized A/B Tests ("King of the Hill")
Randomized Controlled Trials - Intent to Treat	Randomized Controlled Trials - Intent to Treat
Randomized Controlled Trials - PSAs or Ghost Ads	Randomized Controlled Trials - PSAs or Ghost Ads
Weighted Index	Weighted Index

Q9. Radio & Streaming Audio

	Percent of Ad Spend
Counting metrics (e.g. GRPs, Clicks)	Counting metrics (e.g. GRPs, Clicks)
Expert Opinion	Expert Opinion
Long-term Cohort Studies, Customer Lifetime Value	Long-term Cohort Studies, Customer Lifetime Value
Market Mix Models	Market Mix Models
Multi-touch Attribution - Machine Learning ("New")	Multi-touch Attribution - Machine Learning ("New")
Multi-touch Attribution - Rules-based ("Classic")	Multi-touch Attribution - Rules-based ("Classic")
Quasi-Experiments with Synthetic Controls	Quasi-Experiments with Synthetic Controls
Experiments	Experiments
Randomized A/B Tests ("King of the Hill")	Randomized A/B Tests ("King of the Hill")
Geo-Holdout Tests	Geo-Holdout Tests
ID level non-randomized	ID level non-randomized
ID level non-randomized, but controlling for demos	ID level non-randomized, but controlling for demos
ID level non-randomized, but controlling for demos and brand propensity	ID level non-randomized, but controlling for demos and brand propensity
ID level non-randomized, but controlling for demos, brand propensity and media exposure	ID level non-randomized, but controlling for demos, brand propensity and media exposure
ID level non-randomized, but controlling for demos, brand propensity, media exposure, and using counterfactual modeling	ID level non-randomized, but controlling for demos, brand propensity, media exposure, and using counterfactual modeling
Randomized Controlled Trials - Intent to Treat	Randomized Controlled Trials - Intent to Treat
Randomized Controlled Trials - PSAs or Ghost Ads	Randomized Controlled Trials - PSAs or Ghost Ads
Weighted Index	Weighted Index

Q10. Out-of-home

	Percent of Ad Spend
Counting metrics (e.g. GRPs, Clicks)	Counting metrics (e.g. GRPs, Clicks)
Expert Opinion	Expert Opinion
Long-term Cohort Studies, Customer Lifetime Value	Long-term Cohort Studies, Customer Lifetime Value
Market Mix Models	Market Mix Models
Multi-touch Attribution - Machine Learning ("New")	Multi-touch Attribution - Machine Learning ("New")
Multi-touch Attribution - Rules-based ("Classic")	Multi-touch Attribution - Rules-based ("Classic")
Quasi-Experiments with Synthetic Controls	Quasi-Experiments with Synthetic Controls
Experiments	Experiments
Randomized A/B Tests ("King of the Hill")	Randomized A/B Tests ("King of the Hill")
Geo-Holdout Tests	Geo-Holdout Tests
ID level non-randomized	ID level non-randomized
ID level non-randomized, but controlling for demos	ID level non-randomized, but controlling for demos
ID level non-randomized, but controlling for demos and brand propensity	ID level non-randomized, but controlling for demos and brand propensity
ID level non-randomized, but controlling for demos, brand propensity and media exposure	ID level non-randomized, but controlling for demos, brand propensity and media exposure
ID level non-randomized, but controlling for demos, brand propensity, media exposure, and using counterfactual modeling	ID level non-randomized, but controlling for demos, brand propensity, media exposure, and using counterfactual modeling
Randomized Controlled Trials - Intent to Treat	Randomized Controlled Trials - Intent to Treat
Randomized Controlled Trials - PSAs or Ghost Ads	Randomized Controlled Trials - PSAs or Ghost Ads
Weighted Index	Weighted Index

Q11. Print

	Percent of Ad Spend
Counting metrics (e.g. GRPs, Clicks)	Counting metrics (e.g. GRPs, Clicks)
Expert Opinion	Expert Opinion
Long-term Cohort Studies, Customer Lifetime Value	Long-term Cohort Studies, Customer Lifetime Value
Market Mix Models	Market Mix Models
Multi-touch Attribution - Machine Learning ("New")	Multi-touch Attribution - Machine Learning ("New")
Multi-touch Attribution - Rules-based ("Classic")	Multi-touch Attribution - Rules-based ("Classic")
Quasi-Experiments with Synthetic Controls	Quasi-Experiments with Synthetic Controls
Experiments	Experiments
Randomized A/B Tests ("King of the Hill")	Randomized A/B Tests ("King of the Hill")
Geo-Holdout Tests	Geo-Holdout Tests
ID level non-randomized	ID level non-randomized
ID level non-randomized, but controlling for demos	ID level non-randomized, but controlling for demos
ID level non-randomized, but controlling for demos and brand propensity	ID level non-randomized, but controlling for demos and brand propensity
ID level non-randomized, but controlling for demos, brand propensity and media exposure	ID level non-randomized, but controlling for demos, brand propensity and media exposure
ID level non-randomized, but controlling for demos, brand propensity, media exposure, and using counterfactual modeling	ID level non-randomized, but controlling for demos, brand propensity, media exposure, and using counterfactual modeling
Randomized Controlled Trials - Intent to Treat	Randomized Controlled Trials - Intent to Treat
Randomized Controlled Trials - PSAs or Ghost Ads	Randomized Controlled Trials - PSAs or Ghost Ads
Weighted Index	Weighted Index

Company Size

Vertical/Industry

Region

Localized Advertising

Total Annual Revenue

Total Annual Ad Budget

Primary Objective

P1 Feedback

P2 Feedback (Spend)

P3 Feedback (Maturity)

P3A Feedback (Techniques)

P4 Feedback (Linear TV)

P5 Feedback (On-Demand Video)

P6 Feedback (Search)

P7 Feedback (Display Ads)

P8 Feedback (Social)

P9 Feedback (Direct)

P10 Feedback (Audio)

P11 Feedback (OOH)

P11A Feedback (Print)

P12 Feedback (Firmographics)

P13 Feedback (Results)

Raw Data

Leave this field blank

Marketing Growth

CDO Perspectives 2022

CDO Perspectives 2022 is a compilation of the results from 50 interviews conducted by professors from the University of Oxford, discussions by MMA’s Chief Digital Officer Board, plus a quantitative market research survey of more than 100 CDOs across more than 20 industries. This report provides CDOs insights into the capabilities and tools required to lead a successful digital transformation, the impact of the ongoing global pandemic on the CDO and digital transformation agenda, and, more importantly, how CDOs are shaping their organization’s culture and vision.

Released:

December, 2022

Education Section:

Educational Documents, Guidelines, Perspectives, Research, Trends Reports

Region:

Insight

Download CDO Perspectives 2022

A compilation of the results from 50 interviews and a quantitative market research survey of more than 100 CDOs across more than 20 industries.

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