Visual IQ, the leading provider of marketing intelligence software, unveiled its new Marketing Intelligence Platform, a next-generation solution that combines audience demographic and behavioral attributes with tactical marketing performance within a single user interface. By providing a holistic, real-time view of marketing and advertising performance in the context of key audiences, the platform enables brands and agencies to discover their best-performing marketing based on the people that matter most. The launch marks the completion of Visual IQ’s acquisition of Refined Labs, the German attribution and customer journey analytics provider based in Munich.
The rise of people-based marketing, driven by soaring consumer expectations and challenged by their increasingly complex journeys across multiple channels and devices, has forced marketers to rethink traditional approaches. They need to target, measure and optimize their marketing and advertising at the level of real people, but disparate systems and data sources have made this difficult.
Visual IQ’s Marketing Intelligence Platform solves this challenge by unifying people-based insight with multi-touch attribution, so marketers can optimize marketing and advertising performance by audience segments representing prospective and existing consumers. With a clear understanding of consumer attributes and how different audiences interact with their brand across digital, mobile and physical environments, marketers can optimize budgets across all consumer touchpoints while delivering relevant experiences that maximize business results.
“For marketers, the task of understanding the end-to-end consumer journey and optimizing connections with customers and prospects is more complex than ever. Relevance is everything, and marketing tactics must be tailored to different audiences based on where they are in their journey. By tying marketing performance to audience, our platform provides unprecedented real-time insight into the tactics and experiences that are resonating with different audiences. Marketers can use this insight to optimize spend within and across channels to drive conversions, retention, lifetime value and other meaningful business results,” said Manu Mathew, CEO and co-founder, Visual IQ.
With a brief, days-long implementation, Visual IQ’s platform can be easily configured to match a brand or agency’s goals, business requirements and level of marketing sophistication. Key components include:
- An open architecture that integrates seamlessly with other systems to provide a single source of marketing truth. Leveraging Visual IQ’s partnerships with top-tier technology and data providers such as Adobe, Facebook, LiveRamp and Lotame, marketers can integrate cross-device data, audience data, Facebook ad impressions, offline impressions and KPIs, and more.
- Robust audience data for analyzing marketing and media tactics in combination with customer and prospect attributes. The platform de-duplicates individuals across channels, devices and online-to-offline environments and links those anonymous, unique IDs with demographic, intent, interest and other audience attribute data. These consumer profiles are integrated with multi-touch attribution (MTA) to provide a comprehensive view of the consumer journey and a clear understanding of which tactics and experiences are most effective for each audience.
- Flexible attribution approaches for measuring all types of marketing and advertising against specific success criteria. The platform enables marketers to easily collect and de-duplicate marketing performance and cost data from all their channels and devices. Once collected, marketers can define their own MTA models, or use Visual IQ’s algorithmic TrueAttribution™ model to measure the influence of every channel and tactic on a given success criteria by audience type. Marketers also have the flexibility to add Marketing Mix Modeling for strategic budget allocation recommendations, as well as TV Attribution for understanding TV’s impact on digital responses, depending on their goals.
- Activation capabilities for predicting performance and taking immediate action on insights. Marketers can use the platform’s predictive analytics capabilities to forecast performance against different marketing objectives, and leverage its native bid management capabilities and RTB integrations to automatically expedite insight to action.
Several Visual IQ customers, including Lamps Plus, are already benefiting from the platform. “Our customers can shop with us in several different ways – including our website, call center, in-store kiosks or in one of our retail stores,” said Angela Hsu, senior vice president of internet business and marketing for Lamps Plus. “As a leading lighting and home furnishings multi-channel retailer, we needed a platform that would provide clarity into how our marketing influences customers’ path to purchase, while accounting for our multiple transaction channels. Our partnership with Visual IQ puts us in a better position to understand the complex consumer journey and optimize our spend across all touchpoints to drive customer acquisition and retention.”