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Anto Chittilappilly

Member since April 2005 Contact Anto

Anto co-founded Visual IQ, raised capital and made Visual IQ as the #1 marketing attribution and cross-channel marketing optimization company in the world. Visual IQ optimizes the marketing budgets of most of the reputed brands including American Express, AT&T, Verizon, Vodafone, O2, Orange, Honda, Toyota, GE, GM, Vanguard, Crate & Barrel, and help the largest advertising agencies including Publicis, WPP, Carat, Digitas, Universal McCann, OMD, Starcom, Saatchi & Saatchi, Mindshare etc.. Anto has architected Visual IQ’s IQ product suite that has consistently improved 15-20% ROI of the marketing budgets.

Articles by Anto All articles by Anto

  • 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:

  • Why Marketers Should Ditch Correlation (Even When It's Raining)  in Metrics Insider on 01/26/2015

    During a recent business trip to San Francisco, I struck up a conversation with my Uber driver: sports, weather and the standard "how's business?" He said it fluctuates greatly, a problem he shares with his wife, who owns a company that produces and sells umbrellas. He then shares that he and his wife are typically both either busy or slow at the same times, in large part due to rainy weather causing people to stay dry in a car or under an umbrella. Hearing this, my inner analyst couldn't resist a follow-up question: "So, can you predict your ride sales based on the revenues of your wife's umbrella business, and vice versa?"

  • A New Year's Resolution: Take Action On Insights in Metrics Insider on 01/06/2015

    How many times have you declared on Jan. 1 to lose weight and never followed through? After stepping on the scale and seeing the number, you immediately set a weight loss goal, plan your meals, and even create a fitness plan - but then never hit the gym. This same philosophy is also applicable to marketing measurement. After recognizing the inaccuracies of last-click measurements, you resolve to transition from traditional "siloed" measurement to a more advanced, holistic approach.But unless you activate your plans by putting the optimization recommendations into market, you'll never achieve your ultimate goal of improving marketing results and ROI.

  • Overcoming Retargeting Challenges Through Predictive Segmentation in Metrics Insider on 11/18/2014

    In preparation for the holidays, I recently took a trip to a local electronics store to buy a gift for my son. While I have visited the store frequently in the past to browse their selection, I had yet to make a purchase. As I walked through the entrance, I was approached by an employee who was passing out coupons for a discount off their hottest item -- coincidentally, the item I came to purchase. As I considered this offline remarketing tactic, it got me thinking about its online equivalent, which we all know as retargeting. Retargeting platforms serve specific messages to consumers based on their previous actions, such as visits to a website, that did not result in a sale or conversion.

  • How Advanced Connectivity Will Revolutionize Measurement & Optimization in Metrics Insider on 10/14/2014

    We're entering a new era in which ordinary objects can be connected to the Internet using sensors and controllers. Such advanced connectivity, often referred to by the buzz phrase "Internet of Things," is reshaping the way consumers interact with brands, and vice versa.So how will advanced connectivity impact marketing measurement and optimization?

  • Holiday Strategies: Optimize Black Friday Sales To Stay Firmly In The Black in Metrics Insider on 09/16/2014

    The two highest grossing in-store and online shopping days of the year are just around the corner. Last year, Black Friday and Cyber Monday wrapped up with record online sales, supported by strong growth in mobile use by consumers. Going into 2014, these critical selling days can make or break a brand's financial performance for the entire year. However, consumers behave differently during the Black Friday-Cyber Monday period than they do at other times of the year. So how can marketers use the latest metrics to adapt to this changing behavior?

  • Digital Onboarding Of Offline Conversions: Providing Insight Into The Customer Journey in Metrics Insider on 08/12/2014

    It's a common misconception among brand marketers that conversions that take place offline are inherently "untrackable." It's true that marketers have historically been challenged in their attempts to correlate online activity with offline purchases. However, "digital onboarding" techniques enable marketers to connect offline transaction data with different marketing tactics, providing a more accurate and holistic picture of the customer journey and a far better understanding of the influence each marketing touchpoint has on an offline conversion.

  • Panda 4.0: Winners, Losers, Impact On Marketing Measurement in Metrics Insider on 07/22/2014

    Ultimately, Google's goal with the Panda update is to ensure that consumers are pointed to the highest quality Web pages possible. But for all its good intentions, there have been some clear winners and losers, whose websites either gained or lost visibility in Google's organic search results.

  • Cross-Device Measurement: New Rules Of The Road in Metrics Insider on 06/24/2014

    From mobile phones and tablets to laptops and desktops, today's consumers are using an ever-increasing number of devices to access the Web, search for information, make purchases, and more. In fact, for the first time in U.S. history, consumers now use smartphone and tablet apps more than PCs to access the Internet.

Comments by Anto All comments by Anto

  • 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.

  • Marketing Attribution: A Time-To-Market Decision by Anto Chittilappilly (Metrics Insider on 12/11/2012)

    Organizations that are the most successful in implementing attribution and deriving value are those that were good at some type of marketing measurement before turning to attribution. Any company that wants to focus its marketing dollars on certain goals, such as maximizing revenues, profits, brand value, market share, share of voice, etc., will greatly benefit from attribution. Success is dependent on executive-level commitment, collaboration in data collection, collaboration in defining goals & business rules, and timely implementation of attribution-based recommendations. The results for typical organizations vary from 15% to 30% more revenues using the same levels of marketing spend. To put this in context, a company that has $10MM in top-line revenue will increase its top line to $11.5MM to $13MM just by implementing attribution and the resulting recommendations. A good attribution provider will measure your marketing performance before and after attribution and show you how much of your growth is a result of attribution.

  • How To Calculate Attribution's ROI: The Formula by Anto Chittilappilly (Metrics Insider on 10/16/2012)

    @Forrads Gump Marketing Attribution based media optimization substantially increases the total number of conversions and also the value per conversion. So, it increases the total revenue generated with the same or less marketing spend. This is one of the major reasons why marketers embrace Marketing Attribution. For example, if you were able to know what publisher can truly bring high value customers compared to other publishers, then you can allocate your budgets to the this publisher until you reach a point of diminishing return for that publisher. This type of optimization increases the total number of conversions and value per conversion, if applicable. @Jeff Cloud Thank You @Marty Rolnick I understand that this is not an easy subject. However I am happy to learn about a simpler version of ROI calculation of Marketing Attribution that can be operationalized by Marketers.

  • Implementing Attribution Requires Change by Anto Chittilappilly (Metrics Insider on 09/11/2012)

    @Andrew Thanks for your question Andrew. Coincidentally, that’s the very topic I’m addressing in my column next month, so check back in about 3 weeks. @Nicholas The answers for your questions are there on my company website If you have further questions, please contact me at

  • Marketing Attribution: The Answer To The Validation Question by Anto Chittilappilly (Metrics Insider on 06/05/2012)

    Thank you for your comment John. I was referring to “attribution models” that are having the self-correcting and machine-learning capabilities. Such attribution models use channel data, sales data, econometric data, competitive data and other several relevant data sets available to marketers. Such input data may not come from automated sources or may not have any particular level of sophistication. That’s the ground reality. The reason for the higher accuracy of the attribution model is because these self-learning algorithms have often been in place, learning and refining their accuracy over several years, within different client types, conversions, verticals, and levels of media spend. I hope that clarifies.

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