Visual IQ

October 31, 2012 09:00 ET

Visual IQ CEO Manu Mathew to Illuminate Most Effective Approaches for Marketing Attribution Management

ad:tech Panel to Help Marketers and Agencies Make the Most of Next-Gen Measurement

NEEDHAM, MA--(Marketwire - Oct 31, 2012) - Cross channel marketing intelligence software provider Visual IQ today announced that Co-founder and CEO Manu Mathew will address digital marketers at ad:tech, the leading digital marketing and technology conference, during its upcoming New York edition. Manu will join fellow experts at the forefront of "what's next" in marketing attribution as they share their vision for what's shaping the industry and how brands and agencies alike can make the most of this approach to cross channel marketing measurement.

The hour-long panel, "Next-Gen Ad Attribution: Make the Most of Effective Accountable Measurement" will bring together leading brand and technology experts to share insight into attribution modeling and how to make advantage of it to optimize your future marketing efforts. Attendees will leave the session with four key takeaways:

  • How attribution works to measure across all marketing touchpoints, including cross-devices and offline efforts
  • How attribution recalibrates marketing success metrics to understand cross channel influences, dependencies and the impact of online to offline sales
  • The impact of attribution on a marketing organization, budgets and partner relationships
  • How to prove the value and incremental benefit of attribution to a marketing organization

Much has been said about different ad attribution models. From first cookie wins to last ad models, from individual attribution to uniform distribution models, deciphering their effectiveness can be confusing. Marketers need clarity on the best way to measure and whether they should restrict themselves to these pre-determined models. They need to know the most effective approach, as well as what future models will look like. This panel will address those issues and much more.

Through the digitization of media, the business of marketing is constantly evolving, and it's more important than ever for marketers to keep up with changing trends to make smart decisions on behalf of their brand or clients. For 10 years, ad:tech has been the leading event for digital marketing, providing media, marketing and technology professionals with the tools and techniques they need to succeed in a changing digital world. This event is taking place at the Javitz Center in New York, NY. To learn more or to see the full conference schedule, please visit

Wednesday, November 7, 2012 at 3:30 p.m. ET

The session will be moderated by Tina Moffett, an analyst with Forrester Research and author of the recent Forrester Wave on Cross Channel Attribution Vendors in which Visual IQ was named an industry leader. In addition to Mathew, the panel will include observations from:

  • Brad May, Media Planner, KSL Media
  • Dan Kirchgessner, Director of Advertising, ideeli
  • Michael Ma, Head of Retail Advertising and Prospect Marketing, Vanguard Group
  • Paul Pellman, CEO, Adometry
  • Steve Latham, Founder and CEO, Encore Media Metrics

About Visual IQ
Visual IQ produces the world's most powerful cross channel marketing intelligence software products. Its hosted IQ Intelligence Suite reveals cross channel performance insights hidden deep within companies' marketing data and provides actionable recommendations to improve marketing effectiveness. These recommendations enable marketers and agencies to adjust their advertising strategies and tactics to significantly increase marketing ROI across their entire marketing mix -- both online and offline.

The functionality behind these products combines a powerful, user-friendly interface with multi-dimensional fractional attribution management and scenario-planning science that clearly and accurately show marketers where opportunities exist for optimization and improvement. In 2012 Visual IQ was named a leader in both interactive attribution and cross channel attribution by Forrester Research.

Visual IQ can be reached at or by visiting

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    Katelyn Holbrook
    Version 2.0 Communications
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