From the stage at M.A.M.A. Mexico: Rethinking Measurement Frameworks

We were thrilled to join industry leaders, innovators, and changemakers at this year’s AppsFlyer M.A.M.A. 🇲🇽(Mobile Attribution & Marketing Analytics) — a flagship event that brings sharp insights and meaningful conversations to the forefront of marketing measurement. From the main stage, our CEO proposed a new way of thinking about measurement, with a clear message: no single methodology—whether it’s MMM, MTA, or lift testing—is enough on its own.

In this post, we’re sharing key takeaways from the event, highlights from our presentation, and what’s next as we continue pushing for smarter, more holistic approaches to measurement.

5 takeaways from M.A.M.A. Mex

1 Retail Media is gaining real momentum

Retail Media emerged as a major theme at this year’s M.A.M.A. event, highlighting its rapid global growth and strong momentum in Latin America. Gastón Rendelstein, Director of Product Marketing at AppsFlyer, noted that Retail Media spending in the region grew by 40% last year and now accounts for 20% of global digital ad spend, creating new revenue opportunities and reshaping how companies think about their digital assets. Brands that had never considered advertising are now building their own Retail Media networks. However, the biggest challenge lies in accurately measuring performance across complex user journeys that span apps, websites, offline channels, and back online. Without the ability to clearly demonstrate return on investment, brands will struggle to build trust and scale their Retail Media initiatives, which leads to the second takeaway…

2 No measurement model is perfect by itself

70% of marketers don’t trust the accuracy of their measurement methods — and they’re right to be skeptical. Our CEO and co-founder, Juan Martin Pampliega, took the stage to show how each methodology tells only part of the incrementality story.

Marketing Mix Modeling (MMM) gives you a full-funnel view and helps identify saturation, but it’s high-level and slow. Multi-Touch Attribution (MTA) provides granular insights into how users interact with each touchpoint, yet it’s limited by privacy constraints and focuses only on online activity. Experiments or lift tests are the most accurate source of truth, but they’re also costly and disruptive to day-to-day operations. In marketing, no single measurement method has all the answers. In a nutshell: the real power lies in combining them: lift tests for truth, MMM for strategic (online + offline) insights, and MTA for daily tactical decisions. Accurate measurement is a long journey — and the first step is having good, reliable data.

3 AI: the question isn’t if, but how

It’s no surprise that AI was one of the most talked-about topics at M.A.M.A. 2025 — in fact, it felt like a common thread running through nearly every conversation. The organizers did an excellent job curating a lineup of experts who showcased a wide range of use cases, from the bold applications of generative AI in creative development to the use of AI models for fraud prevention, measurement, and data collection. Rather than treating AI as a distant future, the discussions positioned it as a practical, immediate tool reshaping every part of the marketing ecosystem.

4 Creative trends

Creativity is always a central topic of conversation in marketing, and its impact on campaign performance is undisputed — it remains one of the most powerful levers for success. However, there is no secret formula; marketers must constantly experiment, test, and adapt to find what resonates. A key takeaway from the event emphasized that the most effective creatives today are those that tap into current events and cultural trends, rather than simply following a brandbook or replicating industry norms. Brands that stay agile and craft timely, relevant messaging are seeing stronger engagement and greater results, underscoring the value of creative adaptability in an ever-evolving landscape.

5 Urgency to act

​Mexico has emerged as a significant player in the global mobile commerce landscape. Projections show mobile commerce will grow 3.3 times by 2025 compared to retail. Mexico has the potential to become a world-class mobile hub, but with great opportunities come great challenges, and teams need to be prepared. This will require immediate investment in technology, trust in first-party data, stronger collaboration, and encouragement of digital product exports.

Appsflyer 🤝 Mutt Data

Earlier this year, we joined forces to bring powerful benefits to our shared customers. We are thrilled to be partnering with Appsflyer: combining AppsFlyer’s fraud protection, and privacy-preserving engagement tools with Mutt Data’s advanced AI-driven measurement models, to help marketers unlock the full potential of their marketing data.

See our partnership in action!

• Marketing Mix Modeling (MMM), AppsFlyer data enriches models with granular digital channel inputs, post-install events, and user-level cohorting to better estimate long-term impact and detect ad stock with greater precision.
• Multi-Touch Attribution (MTA), we feed models with real interaction data, correct them with in-app signals, and calibrate them through incremental experiments — all while unifying online and offline sources to deliver a holistic view of the customer journey
• Paid Media Optimizer: easily connect your Appsflyer data and optimize performance to meet the forecasted goals on your online paid media campaigns, whether that’s ROAS & Revenue, CPA, CPI or conversions.

Through this partnership, we are helping customers get more accurate insights, more actionable data, and ultimately, a higher return on every marketing dollar spent. Get in touch to see how we can help you level up your marketing solutions.