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October 05, 2010 08:00 ET

Marketing Intelligence Software Provider Visual IQ Bolsters Its Product Development Team

Data Analytics Pioneer Madan Bharadwaj Joins From Bluestreak as Vice President of Product Management

NEEDHAM, MA--(Marketwire - October 5, 2010) -  Marketing intelligence software provider Visual IQ today announced an initiative to strategically expand its marketing data integration, attribution and optimization software products. To lead the effort, Madan Bharadwaj has joined the company as vice president of product management. Bharadwaj will apply his expertise in advanced machine learning and quantitative methods to enhance Visual IQ's current offerings as well as develop innovative new products that will help marketers further improve the return on their marketing investments.

Visual IQ is intensifying its product development efforts due to an increased demand in the marketplace for technologies that provide accurate, data driven insights across a company's entire marketing mix. In particular, cross channel attribution has emerged as a strategy to replace outdated last click conversion metrics because it provides more accurate measurement of how each channel contributes to a company's overall marketing success. These insights help marketers know how much to spend, which media they should use, and what results they can expect.

"Technology is completely transforming marketers' ability to view all their efforts in a holistic manner," said Manu Mathew, CEO, Visual IQ. "Integrated marketing data and the insight it delivers enables marketers to be more effective and efficient than ever before. I'm confident that Madan will significantly contribute to our product roadmap and to maintaining our leadership position in the media optimzation marketplace."

Bharadwaj has in-depth experience developing advanced analytics solutions for the digital marketing space. He joins Visual IQ from marketing data solution provider Bluestreak, where he led the data analytics practice and developed a measurement oriented process for cross channel attribution. That effort included pioneering a set of cross channel media mix metrics built through data mining on "big data" media datasets that enabled a quantitative approach to cross channel campaign optimization. Prior to Bluestreak, Bharadwaj was with global communications firm Isobar, directing the analytics group during the development of a portfolio optimization based bid management platform for search engine marketing.

"The market around attribution management and cross channel analytics is evolving rapidly and could very well define how media is bought and sold in the not-too-distant future," said Bharadwaj. "Visual IQ already holds a market leading position in these areas, with strong assets in big data analytics and a solid team in place with a very relevant talent mix. I am excited to join the team and look forward to the opportunity to leave a fingerprint on the future of marketing analytics."

Earlier in his career, Bharadwaj played lead roles in the development of market leading neural network products. He has a master's degree in computer engineering from the University of Central Florida and a bachelor's degree in electronics and communication engineering from the University of Madras.

About Visual IQ

Visual IQ is the leading provider of enterprise software for marketing investment decision support. The company's software-as-a-service marketing intelligence solutions help marketers and agencies improve return on marketing investments with performance insights across the complex and ever-expanding media mix. Visual IQ quickly integrates high volumes of marketing data from disparate sources to provide user-friendly, scientifically rigorous, actionable insights for today's metrics-driven marketers and their agency partners. Customers, including industry leaders among the Fortune 500, have deployed Visual IQ's analytics to gain marketing efficiencies and a competitive advantage over their competitors. For more information visit

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