On October 26, Martechtalk 06 Webinar - DCODIFYING MMP took place successfully with the participation of experts from Omega Martech, Omega Media, Kochava, Galaxy Play and Base.vn about the story of Mobile optical rotation. Measurement Platform (MMP).
Omega Martech would like to thank host An Dang, host Quang Huy, speakers Jaime and Zach, Mr. Ngoc Phuong and Mr. Quan Pham, as well as media partners Advertising Vietnam and Brands VietNam for helping make the webinar a success.
The program has the following main contents:
- Why is Mobile Measurement Platform (MMP) solution needed on the digital growth journey?
- What are the main features of an MMP solution?
- What are the criteria for choosing a suitable MMP platform?
What is MMP?
For any business that wants to grow and develop digital users, regardless of whether you are a large or small business, as long as you have the goal of developing performance in the digital environment, you will need MMP. This helps businesses have a reliable source to optimize campaigns and increase user growth.
According to Jaime - a representative from Kochava, MMP or Mobile Measurement Partner is a measurement and attribution partner on mobile devices. This platform is integrated with many other platforms/partners to provide a single solution. This means that from one MMP platform, businesses can measure the effectiveness of all advertising channels and rely on real data to make the right decisions for campaigns.
What are the features of the platform and how are they valuable to businesses?
According to experts from solution providers as well as businesses using the platform, an MMP solution has many features to support the implementation of a business's user growth campaign. Among them, some key features that businesses will most often need include:
- Measurement and Allocation: This is the most core feature of an MMP, helping businesses measure and allocate across multiple channels, know the channel source that brings the best traffic, and thereby decide to optimize budget investment. for the correct channel.
- Deep Linking: This feature provides users with a personalized experience, they will be taken to the exact "destination" with a link. Deep Linking supports a seamless user experience, contributing to increased conversion rates.
- Fraud Prevention: The platform will warn and prevent fraudulent activities, helping businesses save costs and optimize their budgets.
Why do businesses that want digital growth need MMP?
Sharing from Mr. Phuong and Mr. Quan, from the perspective of businesses that own many applications, before knowing and using MMP, developing users on the app faced many difficulties. Free measurement tools can only measure the total number of installs, but cannot tell which specific sources they come from. Besides, digital frauds are also not detected. This greatly affects the costs and budget of businesses.
Therefore, integrating the MMP platform will be a suitable choice to optimize the business's digital user development process.
What are the criteria for choosing a suitable MMP?
Criteria for choosing an MMP platform will depend on the needs of each business, but at a basic level, businesses when choosing MMP should consider a number of criteria:
- Paid model: not all MMPs are the same. Businesses need to carefully understand the payment model of MMP platforms to be able to choose a model with an appropriate cost.
- Data: how does the MMP platform store and protect customer data?
- How many partners can the MMP platform integrate? How will they collect data from those channels?
- Anti-fraud features: how can this platform warn and prevent fraud to optimize business budgets?
- Customer service: it takes a lot of time for marketers to understand and use an MMP platform, so how do solution providers proactively support customers?
Mobile Measurement Partner has gradually become an indispensable element for businesses that want to develop digital users. Businesses should choose a suitable MMP platform to optimize the budget for their campaigns.
Send email to [email protected] if you want to review the entire program content.
