Solving the MarTech Paradox: An Integrated View of Consumers

August 24, 2017 - by Ginna Hall, Senior Writer, Visual IQ

Solving the MarTech Paradox: An Integrated View of Consumers

The marketing technology landscape now includes more than 5,000 products and continues to evolve rapidly. CMOs and digital marketers are faced with a paradox. We have access to more audience and performance data than ever before, but it’s scattered across multiple systems with no simple way to tie it together.

As a result, teams remain trapped in execution silos (direct mail, email, display, search, etc.), focused on one small piece of the consumer journey instead of viewing it as a whole. Consumers travel from screen to screen, and from digital channels to physical stores and back again, ending up with conflicting messages and disjointed experiences.

Using Data to Increase Relevance

As consumers increasingly live their lives online and through their mobile devices, the opportunity to use data to provide tailored messages and experiences across channels and devices has never been greater.

The partnership allows us to provide brands and their agency partners with a holistic and accurate view of marketing and advertising performance by audience segment.

Visual IQ recently partnered with data management platform (DMP), Lotame to address this critical need. The partnership allows us to provide brands and their agency partners with a holistic and accurate view of marketing and advertising performance by audience segment.

Specifically, we’ve integrated Lotame’s robust audience attributes into our Marketing Intelligence Platform, making audience data a core feature. By integrating audience data with the platform’s multi-touch attribution capabilities, marketers can see all the touchpoints involved in the consumer journey and the messages, offers, creatives and other granular tactics that are most effective for each audience. They can then use these insights to allocate their budgets more efficiently and effectively, while making the consumer’s entire journey a better experience.

In a recent ExchangeWire interview, Lotame’s Ryan Rolf, vice president of data solutions, and Visual IQ’s Phil Gross, vice president of product management, discussed marketing intelligence and what the partnership between Visual IQ and Lotame will mean.

Rolf and Gross answer these pressing questions:

  • What are the challenges around accurately measuring ad performance across all channels?
  • Why has Visual IQ recently repositioned to focus on people-based marketing?
  • What role does the partnership with Lotame play in Visual IQ’s move from marketing attribution solution provider to marketing intelligence solution provider?
  • What are the benefits of people-based marketing over traditional marketing?
  • What are the key changes marketers need to make to implement people-based marketing?

About Visual IQ and Lotame

At Visual IQ, we provide the sophisticated marketing intelligence that brands need to deliver on a people-based marketing strategy. Through partnerships with leading data providers such as Lotame, we’re able to combine the power of audience and attribution in a single platform so marketers can optimize budgets, consumer experiences, and business results

Read the complete article here: The Vast Number of Technologies for Marketers Has Created a Paradox.

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