August 31, 2017 - Anne Curtin, Sr. Director of Marketing, Visual IQ
Marketers today must reach consumers in an increasingly complex, multi-channel, multi-screen world. Technology has created a huge opportunity to leverage data to make smarter decisions. Yet many marketers struggle to gain a holistic understanding of how their marketing and advertising influence consumer behavior and drive business outcomes. This is particularly challenging when the desired outcome occurs in an offline environment such as an in-store purchase or call center transaction.
For this reason, we’re excited to announce our partnership with LiveRamp, an Axiom® company and leading provider of omni-channel identity resolution. This partnership will provide our customers with a more complete, people-based view of the consumer journey across digital and offline marketing channels, as well as the ability to measure and optimize their marketing and media tactics based on their online and offline impact.
Through this partnership, Visual IQ customers will receive a more complete, people-based view of the consumer journey across digital and offline marketing channels, as well as the ability to measure and optimize their marketing and media tactics based on their online and offline impact.
“Without the ability to bridge the gap between the digital and physical world, it’s impossible to get a holistic view of the consumer journey or effectively manage the total consumer experience,” said Manu Mathew, CEO and Co-Founder, Visual IQ. “By formalizing our relationship with LiveRamp, we are arming our customers with the people-based intelligence they need to tailor their tactics and experiences for customers and prospects to drive the online and offline KPIs they care about most.”
Visual IQ’s Marketing Intelligence Platform unifies audience insights with multi-touch attribution in a single platform. With a holistic, real-time view of tactical marketing and media performance in the context of key audiences, marketers can deliver their best-performing marketing based on the people that matter most.
Through its partnership with LiveRamp, Visual IQ can now provide marketers with a more sophisticated understanding of how their digital marketing impacts conversions that occur in offline environments, as well as how their addressable offline marketing such as direct mail flyers and catalogs impacts conversions that occur on their website.
Specifically, Visual IQ will integrate user-level, offline marketing impressions and conversion data from LiveRamp’s IdentityLink service into its Marketing Intelligence Platform to bridge the online and offline view of the consumer journey for multi-touch attribution.
By integrating these previously untracked offline impressions and conversion events, marketers will be able to discover which combination of marketing channels and tactics drive different online and offline success metrics, and make impactful optimizations that maximize business results.
“LiveRamp is committed to helping break down data silos and help marketers offer engaging and personally relevant experiences to customers,” said Travis May, LiveRamp president and general manager. “We’re excited that our partnership with Visual IQ will help marketers both decipher the path to purchase and improve the consumer experience.”
For more information about how marketing intelligence can help your drive business results, download our ebook: People-Based Marketing: Intelligence for a New Age.