Algorithm-Based Model & Automated Optimization Recommendations Distinguish Leading Marketing Attribution Management Provider
Needham, Mass. – Sept. 3, 2014 - Visual IQ, the leading cross channel marketing attribution software provider, today announced that it has entered into a partnership with L’Oréal USA. The largest subsidiary of the L’Oréal Group, the worldwide leader in beauty, will deploy Visual IQ’s IQ Intelligence Suite to measure and optimize marketing spend across numerous online channels deployed in the U.S. market.
While beauty companies have traditionally focused on TV and print media, L’Oréal USA is continuing to expand its digital footprint to keep pace with consumers’ changing preferences. Seeking a more robust solution to measure these efforts, the company enlisted Visual IQ to better understand, analyze and optimize their intricate mix of online channels, campaigns and tactics that drive its U.S. sales.
“With the evolving landscape of digital marketing, it’s critical to understand what’s working and what isn’t,” said Marie Gulin, Chief Marketing Officer at L’Oréal USA. “Visual IQ’s solution will enable us to unlock never-before-seen insights within our overall marketing performance to understand which channels and campaigns are the most effective, and make strategic decisions based on consumer behavior and data-driven analysis.”
L’Oréal USA tapped Visual IQ for its attribution management offering based on the solution’s ease-of-use and its multi-dimensional, algorithm-based model that harnesses data to drive decision making. The company will utilize both the IQ Envoy and IQ Sage products to manage marketing data and incorporate attribution recommendations into its online media planning and buying efforts.
“L’Oréal USA’s decision to leverage an attribution solution proves they recognize the value in understanding and using insights hidden deep within their marketing data,” said Manu Mathew, CEO and Co-founder of Visual IQ. “We’re thrilled to be providing marketing attribution to such an innovative brand and are confident the results they see will ensure a long-term relationship between our two companies.”
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 both interactive attribution and cross channel attribution by a leading market research firm in 2012, won the 2014 ASPY Award for Best Data or Analytics Solution, and was a finalist in the Most Influential Agency/Vendor category of the 2013 and 2014 Digital Analytics Association Excellence Awards. 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.
L’Oréal USA is the largest subsidiary of the L’Oréal Group, the worldwide leader in beauty. L’Oréal USA manages a portfolio of 28 iconic global beauty brands, including Clarisonic, Essie Cosmetics, Garnier, Giorgio Armani Beauty, Kérastase, Kiehl’s, Lancôme, L’Oréal Paris, Maybelline New York, Redken, Soft-Sheen Carson, Urban Decay and Yves Saint Laurent Beauté. In addition to corporate headquarters in New York City, L’Oréal USA has Research & Innovation and Manufacturing & Distribution facilities across seven other states including Arkansas, Illinois, Kentucky, New Jersey, Ohio, Texas and Washington with a workforce of more than 10,000 employees. For more information, visit www.LorealUSA.com or follow on Twitter @LOrealUSA.