Manu Mathew

Visual IQ CEO

Meet Manu at:

Panel: Grill The Vendors -- Attribution Nation
Date/Time: 2:15 PM

In a multi-channel world of relentless and very different data inputs, the name of the game in buying and planning is assigning credit and blame to components in that last plan. Everyone knows that “last click attribution” is metrics at its dumbest, but it remains the dominant model. The hunt for the right algorithm goes on and it has spawned layers of solutions. In this edition of the classic OMMA Grill the Vendors session we call in the companies that claim to be cracking the code on attribution. How are they different? How are they valuing their service? Is interactive attribution ultimately evolving into a feature of Web analytics? And what can we learn from these vendors now about assessing the complex impact of offline efforts with online campaigns, branding, earned media, social outreach and search?