4 Things Every Retailer Should Know About Attribution Management
It all started with a click. Or was it a call? Or could it have been that direct mail piece? In a world with seemingly endless customer touchpoints, if you don't know what's driving your customers to your business, you're not alone.
Attribution management, the science of calculating the contribution of each marketing touchpoint on conversion, is finally bringing science and reason together to answer the age-old question: "What caused this customer to make a purchase?" As a result, it plays a significant role in enhancing the quality and effectiveness of interactions that retailers have with customers and prospects, which translates into increased return on investment. Here are four things every cross-channel retailer should know about attribution management:
Manu Mathew boasts a rich history of involvement with several marketing software-focused startups. Presently, he serves as the CEO and Co-Founder of Cohora, a B2C Customer Retention & Activation platform. Before spearheading Cohora, Manu held the position of President of the Americas for Ad-lib.io, a creative optimization SaaS business headquartered in the UK. His role included steering Ad-lib's successful entry into the US market and orchestrating the establishment of US go-to-market operations. The remarkable growth in the US market eventually culminated in Ad-lib's successful acquisition by Smartly.io in 2022.
Prior to these ventures, Manu co-founded and served as the CEO of Visual IQ, a market leader in the space of cross-channel marketing attribution targeted at the world's largest advertisers. At the time of the acquisition by Nielsen in 2017, Visual IQ had been recognized with several awards for pioneering the attribution space boasting over 250 clients and 325 employees around the globe. Beyond his professional pursuits, Manu finds joy in cooking and is currently navigating life as an empty nester in his free time.
