Anto Chittilappilly

Anto Chittilappilly

Anto Chittilappilly is the co-founder, president and CTO of Visual IQ.

Direct Marketing Attribution: Passes, Catches and Dots

While speaking at DMA2010 Conference & Exhibition several weeks ago, I had a chance to meet dozens of direct marketers who were just starting to learn about attribution management. I tried to share some key direct marketing-specific truisms about attribution that would increase their understanding of the topic, as well as enable more informed decisions about pursuing it as a marketing optimization strategy.