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Anto Chittilappilly

Member since April 2005 Contact Anto

A marketing measurement and optimization specialist with a passion for helping Fortune 500 and Internet 1000 advertisers to measure and optimize their advertising and marketing spend. As the Co-founder, President & CTO of the leading marketing attribution solution provider Visual IQ (, I am responsible for the company’s overall engineering and technology innovation strategy. Our IQ Intelligence Suite of cross channel marketing attribution software products help brands and their agency partners optimize complicated, multi-channel marketing ecosystems and consistently achieve average increases in ROI of 15-35%. At Visual IQ, I lead an exceptional team that has been pioneering and delivering marketing attribution software since 2006. During this time, the company has earned a variety of third-party accolades from industry associations, consulting firms and media, including being named a leader in Forrester Research’s Cross-Channel Attribution Providers Wave Report three times in a row. As a seasoned entrepreneur, I have a proven record of turning ideas into revenue generating businesses. In addition to co-founding Visual IQ, I also successfully founded, funded, built and sold Abacus Software, a human resources software company. I’ve designed and developed numerous products related to data mining, OLAP, business intelligence and data warehousing, and have multiple patents awarded and pending. As a recognized expert, author and speaker on marketing attribution, marketing mix modeling and marketing audience analysis, I’ve spoken at industry events such as ad:tech and the DMA Annual Conference, author a monthly column for MediaPost, and have contributed articles to iMedia Connection, Target Marketing and BtoB Magazine, among others. As a cloud computing expert, I lead a team to build one of world’s largest cloud databases that intakes several billion records a day.

Articles by Anto All articles by Anto

  • How To Measure The Impact Of Holiday Promos  in Metrics Insider on 11/17/2015

    Although this is a critical time of year for marketers in many industries, retailers face a unique set of challenges when it comes to holiday metrics.

  • TV Attribution: Where's the Beef?! in Metrics Insider on 10/27/2015

    Impressions and rating points are good indicators of how many people saw your TV ad, but how does it influence individual consumer behavior? Consumers take action online in response to seeing your ad offline. But which types of TV ads trigger the greatest response? To ensure you're getting the most accurate answers to your questions, make sure your TV attribution methodology does the following:

  • Hey, What About Metrics For Brand Marketers? in Metrics Insider on 10/02/2015

    Recently, I was talking to the CMO of a large brand who expressed his frustration with the current state of brand marketing measurement. He wants to prove that his brand marketing dollars are having an impact, but believes that traditional tools and methodologies lack the ability to do so with the accountability his company demands.

  • Embrace Organizational Change To Adopt New Marketing Technology in Metrics Insider on 08/18/2015

    Getting an entire marketing organization to adopt a new technology or methodology and incorporate it into their day-to-day is hard. Here are a few change management tips for success that have worked for other organizations:

  • Building A Single Currency For Marketing Measurement in Metrics Insider on 07/21/2015

    Though recently there has been criticism of the single-currency model, a single currency drives standardized measurement across your company. Standardized and accurate measurement drive more effective optimization. And effective optimization helps you buy the right media to give you the best returns for your marketing spend.

  • Running In Circles with Your Marketing? You Should Be in Metrics Insider on 06/16/2015

    While most people try to avoid running in circles, marketers are always striving for it. They are on a never-ending quest to sustain a true closed-loop marketing strategy, which isn't as easy as "rinse and repeat" if you don't have the right technology and practices in place to seamlessly connect one phase to the next. Establishing an ongoing cycle of measurement, optimization and activation is key to maximizing your marketing efforts. Finally, you will not only know which half of your marketing budget is wasted, but you'll also know where to reallocate that budget to boost performance and maximize return.

  • Using Advanced Measurement To Optimize The 4 Ps Of Marketing in Metrics Insider on 05/19/2015

    Recently, I was visiting with my nephew, a curious and entrepreneurial fourth grader. He'd just finished reading "The Lemonade War," a children's book that tells the story of a brother and sister who start rival lemonade stands during summer vacation. The book led him to ask me some questions about how larger organizations market their products. After giving it some thought, I realized the best way to answer his question might be to use a concept that marketers have been touting for years: the 4 Ps (promotion, price, place and product.) That got me thinking about how going back to these basics could also help marketers. While most are familiar with the 4 Ps, many underestimate the role that measurement can play in getting them right.

  • Measurement Tactics For Optimizing Your Programmatic Buys in Metrics Insider on 04/20/2015

    One of my clients recently told me that he's spending a big portion of his budget on programmatic media buys, but isn't seeing a lot of ROI. He then proceeded to ask, "What should I do differently?"

  • Ad Effectiveness: Why Retargeting Metrics Aren't Telling the Whole Story in Metrics Insider on 03/23/2015

    This measurement scenario gets trickier when retargeting comes into play. While retargeting sounds like a winning strategy, there are certainly challenges associated with it. If marketers rely on last-touch measurement, retargeted ads appear to perform much better than they really do, since these ads receive full credit simply for being the last ad presented to a converting user, regardless of the other touchpoints that may have led to the conversion.

  • How To Avoid Snake Oil In Measurement Solutions in Metrics Insider on 02/23/2015

    On a recent business trip in New York, I came upon a street vendor selling bottles of what he touted as a cure-all for just about any ailment, from sore muscles to exhaustion and migraines. My experience got me thinking about the plethora of marketing measurement solutions available today. Some tout the benefits of algorithms based on game theory, agent-based modeling, and any other buzzwords designed to woo the marketer. But are these types of algorithms really applicable to marketing measurement? And if so, how can a marketer be sure they are applied correctly? In order to avoid snake oil, you must ask the right questions:

Comments by Anto All comments by Anto

  • TV Attribution: Where's the Beef?! by Anto Chittilappilly (Metrics Insider on 10/27/2015)

      @stefan. Great points. Thank you. With the level of granularity of the TV data available today makes it much easier to differentiate the effect of each spot from the baseline.

  • TV Attribution: Where's the Beef?! by Anto Chittilappilly (Metrics Insider on 10/27/2015)

    @Andreas. You are right that the short-term effect(direct) and long-term effect(indirect) are different. TV Attribution models alone can only measure short-term effect. But using TV Attribution models along with Top Down Attribution models solves that problem. Top Down Attribution provides the brand equity, long term effect or indirect effect of TV and TV Attribution provides the incremental, short-term or direct effect of TV Advertising.

  • TV Attribution: Where's the Beef?! by Anto Chittilappilly (Metrics Insider on 10/27/2015)

    @Ed. You are right that GRPs are not always accurate. There are other ways to get the TV impression data too. Vendors like Rentrak,, and certain SmartTV manufacturers provide TV impression data. A good TV attribution model should be able to understand the effects of TV ads using such impression data, granular dimensions and spot level media cost information.   To your second point, a good TV Attribution model will be able to understand the baseline effects and tease out the casual impact of each TV spot regardless of the constant TV advertising from the advertiser. It also need to consider the varying delays and maturity levels. Granular level data, multi-dimensional model, and establishment of a baseline are quite important to accomplish this.

  • The Importance Of Third-Party Measurement by Josh Chasin (Metrics Insider on 06/03/2015)

    Josh, Great article. Quite important to have an unbiased third party to do the marketing measurements for any marketer.

  • How Advanced Connectivity Will Revolutionize Measurement & Optimization by Anto Chittilappilly (Metrics Insider on 10/14/2014)

    @John: The omission of “Device” is intentional. Companies such as Visual IQ enable advertisers to stitch the touchpoints together of an individual on multiple devices. You can read more about this here.

  • How Advanced Connectivity Will Revolutionize Measurement & Optimization by Anto Chittilappilly (Metrics Insider on 10/14/2014)

    @Peter: You make a great point. In fact, advertisers are getting hurt more when their hard earned marketing dollars are being spend on something perceived as junk mail or junk advertising. An ad become a junk ad when it reaches the wrong audience. There are technologies out there to help the advertisers to avoid this. For example: Attribution based measurements, planning and activation help advertisers to reduce such waste.

  • Digital Onboarding Of Offline Conversions: Providing Insight Into The Customer Journey by Anto Chittilappilly (Metrics Insider on 08/12/2014)

    @Wendy, thanks for the comment. To answer your question, Personally Identifiable Information (PII) can be hidden or abstracted by the Customer ID of the brand’s CRM system. No customer name, street address, phone number, email address or any other PII will be linked to advertising data – only the customer ID, which is simply a number without any PII. To stay within privacy boundaries, brands need to make sure they abstract this PII data by the Customer ID or another similar ID system before onboarding offline channels to digital. Brands normally make sure that their vendors, who deal with PII data, will not mix PII with advertising data.

  • Fighting Online Ad Fraud With More Sophisticated Metrics by Anto Chittilappilly (Metrics Insider on 02/25/2014)

    Doug, if the advertiser and their agencies optimize their media based on the bottom-line metrics, then fraud-media will automatically get filtered out because the fraud-media can’t contribute to the advertiser’s bottom-line. Once the money stops coming, the need to filter and remove fraud will trickle down all the way to whoever pays to fraudsters. That’s the most powerful weapon against fraud.

  • 2014: The Year of Marketing Accountability by Anto Chittilappilly (Metrics Insider on 01/28/2014)

    Pat, Gray and Kevin, Thanks for your comments. @Pat: Even though marketing accountability has been talked about since before 2004, the unambiguous quantification of marketing ROI and marketing effectiveness remains a key challenge for most organizations today. 2014 will be the year that marketers are able to measure marketing results objectively and accurately, optimize their media based on such measurements, and then operationalize those results in real-time. It will be a party that you don’t want to miss. @Gray: As you have pointed out, using short term, tactical, and top-of-the funnel metrics to measure strategic marketing value will ultimately do more harm than good. @Kevin: Can you please point out which part of the Omni-Channel-Marketing definition you found incorrect?

  • Measure Twice, Cut Once: Preparing for Cross-Channel Attribution by Anto Chittilappilly (Metrics Insider on 09/24/2013)

    Pete, Thank you for your insights. When considering the implementation of a marketing attribution solution, it’s important to recognize that attribution will significantly change the practice of marketing within your organization. It’s not a plug-and-play solution that can be immediately installed and made operational. A successful implementation requires a careful, customized exploration of your particular challenges, goals and objectives, as well as your most strategically important channels. Otherwise, it may cost you a lot of time and resources. However, you also don’t need to wait until your data is “perfect” in order to yield great returns from an attribution solution. Attribution is a journey, with immediate short-term wins to be gained from first implementing those channels where data is most easily accessible, and then increasing the value as data assets grow over time.

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