Coupling Enterprise Data and Tag Management With Attribution Solutions Arm Marketers with More Accurate Conversion Data and Optimization Recommendations to Improve Marketing ROI
Needham, Mass. – January 28, 2014 - Visual IQ, the leading cross channel marketing attribution software provider and Ensighten, the leader in enterprise data and tag management, today announced that the companies have formalized their existing partnership. Through this strategic partnership, an application will be offered within the Ensighten Agile Marketing Platform (Ensighten AMP) that will enable Visual IQ’s proprietary tag to be deployed more quickly across a joint client’s entire digital marketing ecosystem, bringing an unparalleled level of insight into where credit for a conversion should be attributed. This joint solution will enable brands and agencies to take advantage of more accurate metrics in order to make impactful optimization decisions that improve their marketing ROI.
It is widely acknowledged that the “last click” methodology for assigning credit for marketing success is flawed – as are rules-based attribution solutions where credit is distributed via subjective criteria. At the same time, the desire for real-time buying (RTB) of media has become more desirable by brands and their agencies due to its greater scale and efficiency. The coupling of Ensighten’s superior enterprise data and tag management solution with Visual IQ’s robust set of attribution management tools empowers marketers to not only avoid these flawed measurement methodologies, but to enable the real-time buying process by utilizing a set of optimization instructions that are more accurate and more impactful than previously available.
The high-quality business data collected, owned and activated by Ensighten AMP feeds Visual IQ’s IQ Intelligence Suite, which calculates the exact amount of credit for a conversion that was earned by every channel, campaign and tactic. This results in a recalculation of a brand’s traditional “last click” success metrics into a set of more accurate TrueMetrics upon which marketers can base much more impactful optimization decisions. The integration enables the activation of insights within Visual IQ’s IQ Deploy product, thereby increasing marketing ROI, simplifying use and saving marketers considerable time.
“Ensighten has built a fantastic reputation as a proven leader in enterprise data and tag management,” said Manu Mathew, CEO and co-founder of Visual IQ. “The company’s platform offers a single source of response and conversion data collection for the advertiser, creating an ideal setting through which our technology can deliver meaningful attribution insights. We’ve worked extensively to build a tight integration with their platform – an effort which I’m confident will significantly benefit our joint clients.”
The Visual IQ app for Ensighten is already in use by many of their joint customers, including one of the world’s largest financial services organizations.
“Partnering with Visual IQ is a logical extension of our efforts to bring innovation to the enterprise data and tag management space with solutions that are extremely powerful, highly effective and easy to implement,” said David Saxon, VP of Partner Sales and Business Development at Ensighten. “Combining Ensighten AMP with the IQ Intelligence Suite lets the data tell the story as to where credit for a conversion should be given. It empowers our joint customers to make better, more effective campaign decisions, as well as activate insights for higher marketing ROI.”
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, a finalist in the Best Sales & Marketing Intelligence Software category of the 2013 and 2014 CODiE Awards, and a finalist in the Most Influential Agency/Vendor category of the 2013 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.
Ensighten, the leader in enterprise data and tag management, boosts marketing agility and eases privacy compliance with the industry’s first Agile Marketing Platform (AMP), built to meet the needs of enterprise marketing organizations. With Ensighten AMP, businesses rapidly execute any marketing initiative, achieve one-to-one marketing and deliver great user experiences. Ensighten’s proprietary data and tag delivery network and patented technology give organizations unmatched ability to deploy any vendor tag on any platform or device, using unlimited deployment conditions, while accelerating page performance. Marketers use Ensighten AMP to collect, own and use their onsite, offsite and offline data. Ensighten AMP processes tag requests from 30,000 Web domains across 150 countries, representing more than $30 billion in ecommerce for top brands that include Brooks Brothers, Capital One, E-Trade, Microsoft, monster.com, Sony Electronics, Staples, Symantec, T-Mobile, United Airlines and Walmart. Visit us at www.ensighten.com, and follow us on facebook.com/ensighten and Twitter @ensighten.