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The Economist Chooses Visual IQ to Better Understand Consumer Journey to Subscription

Prominent International Newspaper Selects Leading Marketing Attribution Provider to Drive Reach and Obtain Scaled Volume

London, 2 December 2015 - Leading cross channel marketing attribution solution provider, Visual IQ, has been chosen by The Economist to provide a clear view of marketing performance across multiple channels and markets, and better allocate its media budget to build its subscription base with greater efficiency.

Available online and in print in cities across the globe, The Economist offers mind-stretching journalism for the globally curious. As the customer journey to subscription has grown more complex, the publication needed to understand the true value of each marketing interaction, the function that each plays in the conversion funnel (opener, advancer, closer), and the optimal sequence of touchpoints for generating new subscribers across geographic regions and markets at the lowest cost per acquisition.

“At The Economist, we are working to reach ambitious subscription goals, which will continue to grow over the next few years,” explained Iain Noakes, The Economist’s Global Acquisition Journey & Performance Director. “It is vital that we are able to reach these targets as efficiently as possible and therefore important for us to embrace more accurate attribution measurement solutions. Visual IQ is able to configure its platform to best suit our business needs and offers a complete solution that will empower us to increase subscription numbers across all of our markets globally.”

Vanessa Tadier, Visual IQ’s General Manager for Europe, commented: “It is fantastic to be able to work with such a prominent publication to improve its marketing performance across the globe and help it understand the true impact of its media investments in each market to ensure its marketing efforts are as efficient as possible. We are delighted to be selected to help the publication better understand this and ultimately boost revenue through increased subscriptions.”

About Visual IQ

Visual IQ produces the world’s most powerful cross channel marketing attribution software products. As a pioneer in the space, the company has been offering products since 2006. Its SaaS-based IQ Intelligence Suite reveals cross channel performance insights hidden deep within companies’ marketing data, providing actionable recommendations and optimized media plans to improve marketing effectiveness. These recommendations enable marketers and agencies to adjust their advertising strategies and tactics to significantly increase marketing ROI across their entire marketing mix – both online and offline. The functionality behind these products combines a powerful, user-friendly interface with multi-dimensional fractional attribution science and predictive analytics that clearly and accurately show marketers where opportunities exist for improvement.

Visual IQ was named a leader in cross channel attribution in 2014 by a leading market research firm, won The Drum’s 2015 Digital Trading Award for Best Attribution Solution, won the 2014 ASPY Award for Best Data or Analytics Solution, and was a finalist in the Digital Analytics Association Excellence Awards in 2013, 2014 and 2015. The company is a member of the Advertising Technology, Data, Public Policy and CFO Councils of the IAB, as well as on the Standards Committee of the Digital Analytics Association.

About The Economist (

With a growing global circulation (now more than 1.5 million including both print* and digital) and a reputation for insightful analysis and perspective on every aspect of world events, The Economist is one of the most widely recognised and well-read current affairs publications. The paper covers politics, business, science and technology, and books and arts, concluding each week with the obituary. In addition to the web-only content such as blogs, debates and audio/video programmes available on the website, The Economist is now available to download for reading on Android, Blackberry PlayBook, iPhone or iPad devices.
*Audit Bureau of Circulations Worldwide, Jan-June 2015