Needham, Mass. – April 7, 2015 - Visual IQ, the leading cross channel marketing attribution software provider, today announced that co-founder and CEO Manu Mathew will present at the annual Forrester’s Forum for Marketing Leaders with Visual IQ customer David Schmitt, Director of Interactive Marketing Operations and Analytics at InterContinental Hotels Group (IHG). The session, “Marketing Attribution Success at IHG: An Insider’s Perspective,” will take place on the first day of the annual event, which is scheduled April 14-15, 2015 in New York.
What: Marketing attribution offers a way to quantify influences and synergies across channels, strategies and tactics, as well as identify specific changes that can be made to a marketing mix to dramatically increase the performance of an entire marketing ecosystem. It is for these reasons that IHG turned to Visual IQ. During the session, Mathew and Schmitt will provide an in-depth, before-and-after look at the leading global hotel brand’s successful marketing attribution program.
Why: One of the most sizable strategic and operational challenges that marketers face today is how to connect with distracted, empowered customers—especially given the myriad disparate channels, strategies and tactics that now comprise most marketing mixes. Advanced attribution helps marketers make more informed, data-driven decisions and deliver a more personalized, relevant experience for each customer. Yet, according to a report published by Visual IQ and The CMO Club, the majority of marketers do not have complete confidence in their current measurement capabilities and struggle to make sense of the hundreds of millions of marketing touchpoints they measure. This presentation will cover how one major brand has overcome this issue using advanced marketing attribution.
Who: Mathew is the co-founder and chief executive officer of Visual IQ, where he is responsible for directing the company’s growth and expanding the capabilities of the company’s IQ Intelligence Suite. He will be joined at the event by Schmitt, who leads analytics and operations for IHG’s largest interactive marketing program, driving revenue to IHG’s 4700+ hotels through search, affiliate and direct media marketing. His team is responsible for developing and maintaining a global platform that provides marketing teams across the world with the infrastructure, tools and insights they need to maximize their investments. Leveraging his unique blend of analytical, technical, and communication skills, Schmitt has an established reputation for bringing data to life in a way that is engaging, thoughtful and fun.
When: Tuesday, April 14, 2015 at 12:30 pm
Where: With a theme of “Connect. Engage. Deliver,” Forrester’s Forum for Marketing Leaders will teach marketers how to build and lead a next-generation marketing organization focused on customer obsession. The event is taking place April 14-15, 2015 at the New York Hilton Midtown. More details, including registration information, are available on the event website. Visual IQ is a gold sponsor and will exhibit at booth #101 in the Solutions Showcase.
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Visual IQ produces the world’s most powerful cross channel marketing attribution software products. As a pioneer in the space, the company has been offering products since 2006. Its SaaS-based IQ Intelligence Suite reveals cross channel performance insights hidden deep within companies’ marketing data, providing actionable recommendations and optimized media plans 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 science and predictive analytics that clearly and accurately show marketers where opportunities exist for improvement.
Visual IQ was named a leader in cross channel attribution in 2014 by a leading market research firm, won the 2014 ASPY Award for Best Data or Analytics Solution, and was a finalist in the Digital Analytics Association Excellence Awards in 2013, 2014 and 2015. The company is a member of the Advertising Technology, Data, Public Policy and CFO Councils of the IAB, as well as on the Standards Committee of the Digital Analytics Association.