28 Industry Experts Provide Tips on How to Measure the True Impact of Marketing on Business Goals
Needham, Mass. – July 18, 2016 – Visual IQ, the leading cross channel marketing attribution software provider, today announced the publication of its new eBook Defining Marketing Success: 28 Experts Tell You How. Featuring first-hand knowledge from industry leaders, agency practitioners, and solution providers from companies including Adobe, GSK, PwC, Time Inc., and Visa, the publication serves as a resource for marketers who are looking to measure how marketing efforts impact overall business objectives.
There are an increasing number of channels available to marketers, each one providing unique performance data that, when harnessed correctly, can demonstrate the effectiveness of campaigns and prove that marketing investments further business objectives and contribute to the bottom line. Yet the growing complexity of the marketing ecosystem can make it difficult to determine which channels and tactics are making the most impact. Visual IQ’s Defining Marketing Success eBook provides readers with expert advice from marketing leaders across industries, geographies and business models on how to identify the right metrics for measuring marketing’s impact on bottom-line performance.
“Marketing is evolving at an unprecedented pace and, as a result, measuring its impact is more challenging than ever before. Defining industry best practices is essential to help clarify which metrics matter most,” said Kat Mandelstein, Digital Customer Strategy, PwC Experience Center. “Visual IQ’s new eBook offers marketers access to valuable real world experience and examples from some of the leading minds in marketing, and I am honored to be included. Covering a wide array of important topics from ‘metrics that align with business objectives’ to ‘metrics that map to the customer journey,’ I would recommend it as a valuable read for all marketers.”
“Marketing accountability has greater significance than ever before, yet many marketers struggle with tying their efforts to business results,” said Manu Mathew, co-founder and CEO, Visual IQ. “Through the diverse insights and advice featured in ‘Defining Marketing Success,’ I am confident that readers will uncover valuable information they can put to use at their organizations to better understand their marketing efforts and ultimately move their businesses forward.”
Compiled and published in collaboration with Mighty Guides, the eBook includes input from marketing practitioners from Visa, Nissan, and Office Depot; agency practitioners from Dijital Farm and Rise Interactive; and leaders of marketing associations, including the Internet Marketing Association, among others. To download the complimentary eBook, click here.
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 optimised 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 Drum’s 2015 Digital Trading Award for Best Attribution Solution, 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, 2015 and 2016. The company is a member of the IAB in the US, UK, France and Italy and sits on the association’s Advertising Technology, Data, Public Policy and CFO councils, as well as on the Standards Committee of the Digital Analytics Association.
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