A mobile measurement partner (MMP) is a third-party attribution provider that collects, attributes, and organizes mobile app data to deliver a unified overview of campaign performance.
MMP is a must-have tool in the mobile marketing world because it is an unbiased partner to measure campaign performance across multiple channels. The task of a mobile marketer without an MMP can be difficult. Marketers use various ad networks and channels for their campaigns, which means they need to follow up on a massive amount of data across each channel to measure campaign performance. An MMP can collect and attribute data from integrated channels and provide a unified overview. Therefore by using an MMP, marketers can get a full and clear overview of mobile performance for all the channels they use. This can empower marketers to better analyze their marketing campaigns and make the best decisions to maximize mobile growth.
For an MMP to work, a software development kit (SDK) from an MMP should first be implemented into the app. The SDK's role is to collect data across channels and devices and link campaign engagements (e.g. ad click, impression) with app install and in-app events (e.g. log-in, purchasing). Then the MMP uses its attribution logic to match which campaign and channel contributed to the target event.
Using an MMP can benefit marketers in a number of ways. We can wrap it up to three major points.
An MMP will get all your campaign data across various marketing channels and present it as a single, unified dashboard, giving you the ultimate overview of your mobile marketing performance. You can then analyze data across multiple devices (Android, iOS) and platforms (web, app) to get meaningful insights to maximize your app's growth.
No need to go back and forth between channel dashboards chasing and downloading data. A simple SDK from an MMP can do a lot of the work for you. With an MMP, you don't have to import and measure all the data manually. Instead, save your time and resources to do something more valuable.
An MMP measures each channel's performance with an unbiased, unified view. This acts as an accurate guide on which channel contributed most to your marketing performance. Using this data, you can better allocate your marketing budget and make sure you are spending money to optimize your overall campaign performance.
You should look at certain aspects before choosing an MMP (1-Your needs and goals, 2-The MMP’s ad channel integration and partnership, 3-Pricing, 4-Ability to track Web to App, 5-Technical support and consultancy).
Data Management Platform (DMP) involves data-related processes such as collecting, cleansing and providing. MMP, on the other hand, mainly deals with attribution and tracking.
Attributing is challenging because of the lack of industry-wide standards, complicated user journey, diverse platforms and channels, widespread fraud and competing attribution models.
Because user behavior and events change a lot from website to mobile environment, we need other metrics to measure the effectiveness of marketing campaigns. Besides, tracking mechanism and rules also differ among platforms.
