Practical Guide on Why Attribution Matters and How to Implement It
Needham, MA – February 26, 2013 - Visual IQ, the leading cross channel marketing attribution software provider, today made available a new eBook, “Exploring the Art and Science of Marketing Attribution: Dispelling the Myths, Explaining the Value, and Defining a Roadmap for Success.” Now available for free download, the eBook provides both strategic and tactical insight into how marketing attribution can improve the quality and performance of marketing by providing real-world case studies, step-by-step direction and best practice advice drawn from the company’s expertise in the space.
Today’s marketing landscape is broader, deeper and more complex than ever before. Marketing attribution management has become critical for the modern-day marketer because it illuminates the full scope of how prospects and customers engage with a brand – across all channels, from the top of the funnel to eventual conversion. It ties all marketing touchpoints together to paint a thorough and nuanced picture that instantly clarifies how much every combination of media tactics influences conversion. In fact, the majority of Fortune 500 companies and many of the largest brands in insurance, financial services, banking and retail, among others, currently take advantage of the operational efficiencies and competitive advantages of attribution.
“To some marketers attribution either sounds too good to be true, or seems like too daunting a task to undertake,” said Manu Mathew, co-founder and CEO, Visual IQ. “The information, practical advice and best practices included in this eBook not only demonstrate that the benefits are real, but that they also are very achievable. Two years ago, attribution was a mysterious secret weapon being adopted by only the world’s biggest brands. Today, it’s being adopted by all sorts of companies who want to ensure they gain the advantage it delivers before their competitors. This eBook is a must-read for anyone who manages digital marketing performance.”
The eBook is comprised of short sections that are easy to consume and ideal for time-strapped marketing executives and their teams. It covers:
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.