Attribution Management: A Direct Response & Brand Marketing Tool

Anto Chittilappilly [pictured], Co-Founder, President and CTO of Visual IQ writes at MediaPost: Marketers and their agencies typically look at attribution management and the value it provides an organization in direct response terms. Focusing on accurately attributing metrics like conversions, revenue, CPA, ROI, and ROAS makes complete sense when a marketer has responsibility for producing some type of measurable conversion. But a growing number of professionals responsible for moving the needle on brand metrics -- like awareness, preference, consideration and purchase intent not linked to a “hard” conversion -- are also using attribution as a valuable analytics and optimization solution. More…