Visual IQ CEO Manu Mathew to Debunk the Myths and Misconceptions of Marketing Attribution for Advertising Agencies

Presentation at iMedia Agency Summit Will Address How Agencies Can Successfully Use Attribution to Optimize Clients’ Cross Channel Marketing Performance

Needham, Mass. – April 29, 2013 - Visual IQ, the leading cross channel marketing attribution software provider, today announced that co-founder and CEO Manu Mathew will address agency leaders at the upcoming iMedia Agency Summit in Austin, Texas during a closed-door, agency-only dinner on May 4. During the presentation, Mathew will debunk common myths about marketing attribution and share insights on how agencies can utilize marketing attribution technology to measure and optimize marketing efforts for clients across both online and offline channels.

For agencies that manage marketing efforts for their clients across multiple channels, it can be a challenge to get a handle on all the performance data coming from disparate sources and measure the combined impact of all the media they buy. This is where marketing attribution, the art and science of discovering how multiple channels and tactics interact to contribute to a conversion, comes into play. During this interactive session, Mathew will explore how agencies can implement and operationalize attribution management processes to provide clients with a clear picture of the performance of their overall marketing ecosystem and deliver actionable recommendations on where to invest budget to significantly improve marketing ROI. Attendees will learn:

  • Best practices for truly embracing marketing attribution in an agency setting, including looking beyond common misconceptions such as implementation time, required resources and changes to agency workflow
  • How marketing attribution augments existing media buying process to help agencies improve their upon their baseline
  • How adding a marketing attribution solution helps agencies increase their value and provide a better overall level of service to clients

The iMedia Agency Summit is a twice-annual event that brings together agency elites to discuss creative strategy, media technology, consumer platform innovation and more. The upcoming summit, titled “Shift Happens: Math Men + Mad Men,” will address concerns and formulate best practices at the helm of agency transformation. The invitation-only event will take place at the Hyatt Regency Lost Pines Resort and Spa in Austin, Texas. To learn more about the event or to see the full agenda, please visit the event website.


About Visual IQ

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 both interactive attribution and cross channel attribution by a leading market research firm in 2012, a finalist in the Best Sales & Marketing Intelligence Software category of the 2013 CODiE Awards, and a finalist in the Most Influential Agency/Vendor category of the 2013 Digital Analytics Association Excellence Awards. 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.