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»Visual IQ

Problems Of Attribution, With Manu Mathew

Subscribe to AdExchanger Talks on iTunes, Google Play, Spotify, Stitcher, SoundCloud or wherever you listen to podcasts. Our guest this week, Manu Mathew, got in on the ground floor of multi-touch attribution (MTA) when he founded Visual IQ. The MTA company rose with the programmatic tide before being acquired by Nielsen in 2017. The category... Continue reading »
by Zach Rodgers // January 29th, 2021 //
»
Nielsen To Acquire Indie Attribution Vendor Visual IQ

Nielsen entered into a definitive agreement on Wednesday to acquire indie attribution company Visual IQ. Terms of the deal, expected to close in October, were not disclosed. The 10-year-old Visual IQ should enhance Nielsen’s measurement offering with deeper multitouch attribution. The goal is to give “advertisers, publishers and agencies a holistic platform that offers the... Continue reading »
by Kelly Liyakasa // September 27th, 2017 //
»
Marketers Are Reluctantly Falling Back In Love With The Telephone

Some members of the advertising and marketing community are seeing a renewed interest in one of the oldest, least-loved marketing channels: the phone call. Customer call centers and direct phone sales are parts of a consumer funnel that many brands still try to avoid, according to Peter Christothoulou, CEO of Marchex, which provides software for... Continue reading »
by James Hercher // August 6th, 2015 //
»
Dell Streamlines Marketing Spend Through Attribution

One of PC giant Dell’s first steps as a private company is overhauling its marketing spend. Dell executives unveiled results from its work with marketing attribution firm Visual IQ on Thursday at Forrester’s Forum for Marketing Leaders. “Our goal was to understand the optimal ways to reach our customers through all the channels that we... Continue reading »
by Judith Aquino // April 11th, 2014 //
»
Thanks To Deal-Based Ads, Last-Click Attribution Was More Accurate In Q4

Online display advertising is still undervalued when it comes to attribution based on last click data, but during the holiday season 2012, last click attribution was slightly more accurate, according to marketing intelligence company Visual IQ. The company analyzed cost per acquisitions for Visual IQ clients for the time period August to October 2012, and... Continue reading »
by Kimberly Maul // April 9th, 2013 //
»
The Case For Twitter Investment: An ROI-Focused Attribution Approach

“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Phil Gross, Director of Product Management at Visual IQ. With Facebook’s purchase of Atlas, all eyes are on social media measurement. Twitter provides an interesting challenge with respect to measurement, as there... Continue reading »
by AdExchanger // March 22nd, 2013 //
»
Data Nugget: How Undervalued Is Display?

Most marketers, even search devotees, can agree that display advertising (some of it anyway) gets short shrift when it comes to conversion attribution. But how short is the shrift? We asked Visual IQ, a well-regarded attribution platform, to share with AdExchanger readers some data to illuminate – broadly -- how display and search perform in... Continue reading »
by Zach Rodgers // December 13th, 2012 //
»
Adometry Zigs, Visual IQ Zags on Facebook Attribution

When it comes to attribution modeling on the Facebook platform, there's more than one way to skin a cat. Last week, Adometry became the first pure play attribution vendor to get certified under Facebook's ad tracking requirements (AdExchanger story). But not all of its competitors see approval of their ad tags as an important step... Continue reading »
by Zach Rodgers // July 23rd, 2012 //
»
Are Advertisers Living the Dream of Unified Marketing and IT?

Recent years have brought tighter alignment between marketing and IT at many global organizations. Pressure to bring the previously fire-walled disciplines closer together is driven in part by the flattening of the purchase funnel, which has in turn eroded barriers between advertising and CRM and created opportunities to track and manage touch points from very... Continue reading »
by Zach Rodgers // May 30th, 2012 //
»
Frontiers in Attribution Modeling; Questions for Initiative EVP Bret Leece

Bret Leece knows analytics. He got his start in 1995 creating econometric time series models to track and predict Sprint’s call center activity, before moving on to CRM and database marketing roles including at MarketShare. Currently Initiative’s EVP of performance analytics, he has a long view of where advertising performance has been and where it’s... Continue reading »
by AdExchanger // May 22nd, 2012 //
»
 

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