In response to dramatic changes in the marketing environment, many firms have launched initiatives to transform the marketing organization.

The MMA Multi-Touch Attribution (MTA) Journey Map is the first end-to-end guide on how to launch a successful MTA initiative at your organization. In order to apply MTA with success, the MMA believes a methodical journey must be followed, with distinct stages and components. Using feedback gained through Marketing Attribution Think Tank (MATT) working groups, five distinct stages have been identified as part of the journey.