MMA Unveils Research Panel

The Mobile Marketing Association (MMA) has unveiled the MMA Global Research Panel, which it says is the industry’s first research capability to collect data via the mobile channel. The MMA says that the survey, produced in partnership with Kinesis Survey Technologies, the panel is designed to provide brands and agencies with deep, actionable insights into marketers’ integrated mobile campaigns, objectives and outcomes.
The MMA says the Global Research Panel will facilitate an ongoing dialogue and produce regular reports, available exclusively to MMA members and participating brands and agencies.  These reports, it says, will provide fresh insight, based on questions asked of mobile marketers about their perceptions of the mobile channel, such as which mobile platforms they are using or not, how much they are spending and what results they are seeing.
“This is the first branded research panel for business decision-makers expressly designed so executives can answer mission-critical questions directly on their mobile handsets,” says Peter Johnson, Vice President of Market Intelligence and Strategy for the MMA. “It’s the first of its kind. This mobile-enabled panel is the latest membership benefit demonstrating MMA’s commitment to providing the marketing community with innovative tools for integrating the mobile channel into their overall marketing campaigns.”
Separately, the MMA has also announced the launch of its Certified Mobile Marketer Program: MMA Track, which is designed to provide marketers with the fundamental skills and knowledge that are critical for success in mobile marketing. Open to individuals and organizations of all skill levels, the program is described by the MMA as “a unique, intensive opportunity to master industry terminology, budgeting and financial planning for mobile campaigns, regulatory requirements and industry best practices in mobile marketing”.
There’s more information about the Certified Mobile Marketer Program here.