Is It Necessary to Have a Mobile Measurement Partner For Your Business?

A mobile measurement partner (MMP) is a business that helps apps evaluate the efficacy of their marketing campaigns across several channels through an app measurement tool. Without it, a mobile marketer's technological stack would be lacking a crucial component. 

Businesses can use MMP to determine which media channels contributed to a specific revenue boost. Because of this, marketers are able to make more educated decisions about how to divide up their spending resources.

While many would benefit from a mobile measurement partner, not all app marketers agree. With only 70% of marketers really using their marketing insights to make changes, it's clear that attribution plays a crucial role in enhancing mobile marketing by arming consumers with the knowledge they need to make informed choices.

How Does It Work?

An MMP basically establishes a connection between campaign engagements and app downloads. This is achieved through the use of a probabilistic model constructed from many device identifiers to identify individual users. 

For instance, the app enables the MMP to measure commercial interactions with app downloads as well as activities that take place within the application by making use of a software development kit, sometimes known as an SDK.

Why Should You Consider Hiring an MMP?

• Improvements made to the efficiency of the application

If you employ an MMP, you will be able to improve the effectiveness of your app, as well as its return on investment, and you will also be able to lengthen the average lifetime value of your consumers. These benefits are all made possible by more effectively managing your budget.

• Increase your marketing efforts

As your campaigns expand over numerous ad networks, the tools necessary for experimenting with diverse advertising networks are already in place.

• Take charge of your financial situation

Without bias, an MMP can see how your campaigns fit together and award credit where it's due. What this means is that you can direct your energy toward the projects that yield the highest return.

• Spend less time and money

The tedious job can be done automatically by an SDK that manages all of your advertising networks. You won't have to sift through a large number of spreadsheets or dashboards, which will save you a significant amount of time.

• Single dashboard

Get a consolidated overview of your key data and aggregated metrics from all of your media channels, both free and paid.

Who Can Benefit From Having a Mobile Measurement Partner?

Simple answer: any business owner who has an application.

At the moment, mobile marketing provides the most information of any channel. In contrast, the massive amounts of data sets may be frightening and difficult to comprehend when it comes to assessing the success of a campaign.

Without an MMP, it's likely that you're spending too much time and resources trying to make sense of confusing dashboards and data. Unless you're an AI, relying on manual analysis is a surefire way to make mistakes and overlook opportunities to boost lifetime value and return on advertising investment.

You can improve your app's performance and guarantee its strategic growth with the aid of mobile attribution when it is managed by a recognized mobile measurement partner who can identify the value of various channels, media organizations, publications, adverts, and creative.

Choosing The Right Partner For Mobile Metrics

• Security and Confidentiality

The security of your most sensitive data depends on your consistent use of due diligence. See to it that your attribution partner isn't using data swapping as a competitive tactic.

• Protecting Against Fraud

A big market share and a mature, well-established platform are enormous advantages for combatting fraud. Choose an MMP with care, making sure they are dedicated to a fraud-free ecosystem, removing corrupt individuals from the platform to ensure its safety, and working closely with ad networks.

• Accurate Information and a Rich Array of Features

Lacking sufficient detail on the customer's experience prevents us from making good decisions. If you don't have the right MMP, you won't be able to make the most of cutting-edge capabilities like deep linking, real-time data analytics, and cross-channel measurement. You can't have access to a wealth of helpful, pinpoint information without it.

• Experience

Having firsthand experience is not only helpful, but it's also crucial. Like any other vital part, your MMP is only as good as the people you work with. Building an effective mobile attribution platform that is also adaptable, stable, and accurate requires a significant investment of time and effort. The fact that attribution platforms are inherently resilient commodities just adds further complexity.

The decisions you make now, for better or worse, will have lasting effects on your company. Choose only the very finest MMP, one with a solid foundation, satisfied clients, and ample tools to help your business grow.

If you want to focus on marketing strategy and growing a large user base with a high lifetime value (LTV), you should team up with a reliable, unbiased MMP that has a powerful attribution platform that is also secure, expandable, and takes care of all the work.