September 07, 2017 - Anne Curtin, Sr. Director of Marketing, Visual IQ
At Visual IQ, we are thrilled to announce our 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.
Visual IQ’s comprehensive Marketing Intelligence Platform enables brands and agencies to analyze consumer behavior and marketing performance across all channels and devices in real time.
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,” said Manu Mathew, CEO and co-founder, Visual IQ. “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.”
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:
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.”