4 Things Every Retailer Should Know About Attribution Management
1. It’s science, simplified. Attribution management often sounds a bit complex, and it is. But with the help of today’s technology, it no longer requires marketers to perform heavy-duty data gymnastics and sophisticated marketing science that few want — or are qualified — to tackle. Through sophisticated mathematical analysis, attribution management software first identifies the extent to which each channel, campaign and component of a campaign contributes to every conversion that happens.
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.
