The Mobile Marketing Association’s pioneering attribution research program, SMoX – which has already performed studies for AT&T, Coca-Cola, Mastercard, Unilever and Walmart – now presents the results of a study in collaboration with Allstate. SMoX, short for Smart Cross-Marketing Attribution Research, is an ongoing series of marketer case studies that examines the impact of mobile in the marketing mix, with live, in-market campaigns using proprietary methodology. As more marketers realize how critical mobile is in driving business growth, the learning agenda for SMoX has shifted from the why of spending on mobile to the how – guiding brands on how they can get the most out of their mobile spend and teaching them how to implement best practices, optimize spend and maximize performance.
