Manu Mathew

Manu Mathew is best known as the co-founder and CEO of Visual IQ, one of the earliest and most influential marketing attribution software companies in the AdTech industry. Founded in 2006, Visual IQ pioneered advanced multi-touch attribution (MTA) and marketing intelligence solutions that gave marketers a data-driven way to understand the true contribution of each touchpoint across complex, cross-channel campaigns. Under Mathew's leadership, the company grew into a trusted platform for major global brands and agencies, helping to establish attribution as a core discipline within marketing analytics. Visual IQ's acquisition by Nielsen in 2017 was a landmark moment in the consolidation of marketing measurement technology, validating the importance of attribution as a complement to Nielsen's broader audience and media measurement capabilities. Mathew's work helped lay the conceptual and technical groundwork for how the industry thinks about fractional credit assignment, data-driven attribution models, and cross-channel ROI optimization — principles that remain central to marketing measurement today. Following the acquisition, Mathew has remained engaged in the AdTech and MarTech ecosystem as an advisor and thought leader. His deep expertise in marketing mix modeling, multi-touch attribution, and the intersection of data science with marketing strategy has made him a respected voice as the industry navigates challenges around identity resolution, cookie deprecation, and the evolving measurement landscape.

• Co-founded Visual IQ in 2006, building it into one of the leading marketing attribution platforms in the industry
• Led the sale of Visual IQ to Nielsen in 2017, one of the notable AdTech/MarTech acquisitions of that year
• Helped establish multi-touch attribution as a foundational methodology in modern marketing measurement