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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 (www.visualiq.com), 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

  • TV GRPs: You've Had Good Run, But It's Time For New Currency in Metrics Insider on 08/10/2016

    TV has drastically evolved over the past 15 years now that viewers have more choices than ever, with hundreds of channels offered by cable providers, online video, streaming services, on-demand viewing and DVRs - all delivered via connected devices like smart TVs, tablets and smartphones. TV advertisers have been buying media the same way for over 50 years, but now they have to make sense of the new landscape. That means TV advertising measurement needs to catch up to the new landscape, too.

  • Advanced Measurement: Not Just For Enterprise Brands Anymore in Metrics Insider on 04/12/2016

    Historically, most marketers have assumed that only companies with significant marketing budgets could afford moving to an advanced measurement approach without taking a hit to their bottom line. But that's not necessarily the case if companies are considering the bigger picture.

  • Responsible Measurement: Protect Your Customers And Your Brand in Data and Targeting Insider on 03/15/2016

    Marketers don't want their brand to be the first that comes to mind when consumers think of "those companies that follow me around the Internet." Fortunately, there are several steps that marketers can take to demonstrate responsible measurement.

  • Updating Your TV Attribution: Where's the Beef? in Metrics Insider on 02/12/2016

    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:

  • 5 Emerging Marketing Trends That Require Advanced Measurement in Metrics Insider on 01/14/2016

    The Internet of Things is driving rapid change in consumer behavior and content consumption, including advertising consumption. According to a recent study conducted by Adobe, the average U.S. adult uses six different devices to connect to the Internet. Connected devices extend beyond just desktop computers, smartphones and tablets. Now they also include wearables like Fitbits and Apple Watches, gaming consoles like PlayStation and Xbox, and home appliances like smart refrigerators, thermostats and even lightbulbs. The proliferation of connected devices has forced marketers to try new advertising tactics to keep up with consumers' multiscreen world.

  • Responsible Measurement: Protect Your Customers And Your Brand in Metrics Insider on 12/01/2015

    Marketers don't want their brand to be the first that comes to mind when consumers think of "those companies that follow me around the Internet." Fortunately, there are several steps that brands can take to demonstrate responsible measurement.

  • 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:

Comments by Anto All comments by Anto

  • TV GRPs: You've Had Good Run, But It's Time For New Currency by Anto Chittilappilly (Metrics Insider on 08/10/2016)

    I am glad to see this article has stimulated some debate, and I appreciate all of your perspectives. Whether designed to create brand awareness or generate an immediate action, marketers always have clear business objectives in mind for their TV advertising. While I agree impressions have stimulation value that can be measured by GRPs, this form of measurement simply can’t be used to tie TV advertising directly to business objectives of the marketer. Only advanced measurement approaches like attribution can bridge that gap.

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

    Jim, Thanks for the comment. The following link can get you the answers to your question.http://www.visualiq.com/resources/marketing-attribution-newsletter-articles/top-down-bottom-attribution-better-together   

  • 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, iSpot.tv, 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. http://www.mediapost.com/publications/article/228719/cross-device-measurement-new-rules-of-the-road.html

  • 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.

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