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Nielsen Visual IQ & The Economist to Share Stage at dmexco 2018

September 06, 2018 - Anne Curtin, Sr. Director of Marketing, Nielsen Visual IQ

Nielsen Visual IQ & The Economist to Share Stage at dmexco 2018

Joint Seminar Will Give Insider Perspective on How The Economist Proved the Power of Marketing

In a world where consumers interact with brands across a dizzying number of channels, touchpoints and devices, leading brands like The Economist have been struggling to understand the true impact of their growing marketing spends.

Simplistic, last-click attribution models are easy to use and understand, but offer limited visibility into the effectiveness of upper-funnel investments like TV and online display.

On Thursday, September 13, Nielsen Visual IQ’s Co-founder and CEO, Manu Mathew, will be joined by Iain Noakes, Chief Customer Journey Officer, The Economist, to speak in a seminar entitled: Marketing Effectiveness: How The Economist Proved the Power of Marketing.

The semar will take place at dmexco 2018 from 12:00-12:45 p.m. in Seminar 4, Hall 5.1.

During the 45-minute Q&A session, Mathew and Noakes will discuss how The Economist was able to gain actionable insights into their marketing effectiveness in order to optimize their budget allocations, drive more subscriptions and make granular, real-time optimizations to campaigns already in-flight. Throughout the session, the duo will focus on The Economist’s marketing performance measurement goals, the results of implementing advanced measurement within the company, and how they plan to further improve their marketing effectiveness in the future.

In addition to speaking at the conference, Nielsen Visual IQ will also be exhibiting at the event in Hall 8, Aisle E, Stand 029. Manu Mathew will be on hand, along with other members of the team, offering demos to help visitors understand how analytic approaches like marketing mix modeling and multi-touch attribution can deliver the timely, accurate, audience-driven performance insights needed to maximize marketing effectiveness.

Dmexco is taking place on September 12-13th in Cologne, Germany. To find out more and obtain tickets for the event, please visit

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