5 Benefits Of Working With A Mobile Measurement Partner (MMP)

5 Benefits Of Working With A Mobile Measurement Partner (MMP)

The ubiquity of mobile devices is significantly transforming the business landscape. Mobile apps function as a digital pathway that helps immediately connect businesses to customers. It enables them to pay attention to each stage in the customer journey and maximize conversions. Customers generally leverage mobile apps to make purchases, as it is highly convenient and enables them to navigate efficiently to choose the best product/service with the best offerings. Thus, mobile apps are the most prominent marketing channels in the current business landscape. Companies that prioritize customer experience and optimize the app and brand to meet their needs have a better chance at optimizing their bottom line.

The stakeholders must make data-driven decisions to optimize their return on investments. However, the presence of large data volumes about their marketing campaigns makes it difficult for them to leverage the right actionable insights. Thus, access to accurate mobile measurement tools is crucial for modern marketers. It will help them effectively track customer behavior across the ever-growing number of digital touchpoints—marketing attribution software. The gathered data on user preferences will enable stakeholders to tailor brand offerings and adjust marketing strategies correspondingly.

What is MMP?

A mobile measurement partner or MMP is a platform that is vital to your marketing strategy. It enables you to collect, organize, and standardize app data to uniformly assess your advertising and marketing campaign performance metrics. It provides an independent, third-party measurement of mobile app ads that is achieved by implementing a software development kit (SDK). Once you partner with a mobile measurement partner company, they provide you with an SDK. 

An SDK is a piece of code that collects attribution and measurement data. With the implementation of SDK, the app enables the MMP to associate ad engagements with app installs and in-app events. The SDK sends performance metrics to an ad network or MMP.

MMPs use various tools and technology to measure and attribute mobile events like clicks, app installs, engagement, and revenue. The MMPs must have the necessary technical knowledge and understanding and obtain certification that helps them gain access to data and perform attribution for brand marketing campaigns. MMPs are thus specifically useful for those marketers who want to measure performance from several ad networks. 

What are the various benefits of working with an MMP?

An MMP can help you bring various advantages to your marketing campaign. It enables you to unlock the following benefits:

• Improve app performance, ROAS, and CLV: MMPs often deliver data typically inaccessible in native ad networks like third-party attribution, customer lifetime value (CLV), ROI, downstream conversions, among others. They provide you access to accurate and granular data so that you can optimally allocate your budget. A data-driven understanding enables you to maximize your app’s performance, return on advertising spend (ROAS), and LTV. 
• Scale marketing efforts: Since you can better track the marketing metrics, it enables you to efficiently address the opportunities to scale your campaigns and deliver on them. You can easily scale the campaigns across several ad networks since the tools necessary to try new networks are set up in advance.
• Use budget more effectively: With an MMP, you can effectively connect the various dots in your marketing campaigns. Thus, you can identify accurately where the credit is due. Budget allocation becomes more streamlined and planned, enabling you to bring about maximum value from your marketing campaigns.
• Single dashboard: The third-party attribution company collects, organizes, and presents data from marketing campaigns and presents it to you via a single dashboard. The dashboard feature makes the data and insights more accessible and improves visualization of the various aspects of your campaign. The dashboard consolidates the raw and aggregated data for both organic activities and paid media sources, enhancing data visibility and decision making.
• Save time and resources: A single SDK will do all the heavy lifting. It will measure effectively, measure, and attribute all of your ad networks. It enables you significantly save time and costs in analyzing countless dashboards and spreadsheets. Thus, it frees up your workforce to carry out other important tasks.

Factors to consider when choosing an MMP

When choosing your MMP partner, there are various factors to consider. Ensure that they have the necessary experience and expertise. You can assess their work portfolio to identify if they provide relevant solutions to companies operating in your industry. They must be truly independent and unbiased. Since they will get access to your customer’s data through marketing channels, media sources, and ad networks, ensure that they will leverage the best security practices to keep your data secure. They must adopt necessary measures and commit to maintaining a fraud-free ecosystem. The data they collect must be of high quality. They must guarantee the reliability of the data and provide you access to granular data. 

To Conclude: 

With the right MMP, you can actively engage and retain customers across the marketing channels and drive the highest possible Lifetime Value (LTV). It will help you make informed decisions regarding budget allocation and get a higher return on investment.