HomeAway.com, Inc. and CompareCards.com Select Visual IQ to Measure and Optimize Marketing Performance
Needham, Mass, May 16, 2016 - Visual IQ, the leading provider of marketing intelligence software, today announced engagements with HomeAway.com, Inc. and CompareCards.com. The new clients – both online resource websites – will leverage advanced marketing attribution from Visual IQ to measure the true impact of marketing efforts and better allocate media spend within and across channels.
Today’s marketers are tasked with managing a growing number of channels, campaigns and tactics, and face increasing complexity around where to allocate marketing spend in order to yield the best results. Visual IQ’s IQ Intelligence Suite of advanced marketing attribution products solves these challenges, providing brands and their agency partners with a data-driven, comprehensive and actionable approach for measuring and improving marketing’s impact on brand engagement, conversions, revenue and other key performance indicators.
HomeAway, a part of the Expedia Inc. family of brands, is the world leader in vacation rentals with sites representing over one million paid listings of vacation rental homes in 190 countries. Prior to selecting Visual IQ, HomeAway was using a measurement model that limited the company’s ability to understand the true impact each marketing channel and tactic had on online conversions and call center interactions. As HomeAway continues to expand its efforts to bring more and more travelers to its sites, and bookings to its owners, HomeAway will leverage Visual IQ’s advanced attribution solution to maximize return on advertising spend across its full spectrum of paid and owned channels, including paid search, online display, email, affiliates and site direct traffic. Specifically, HomeAway will leverage the IQ Envoy, IQ Sage, and IQ Deploy products to measure the true quantitative impact of each of its in-market media, predict the optimal combination of channels and tactics for future marketing efforts, and automatically send attributed data to its media buying platform partners for more effective optimization.
“Becoming more and more efficient with our marketing spend is hugely important to HomeAway. With our longer, multi-touch conversion cycle, we knew we needed a data-driven solution that would accurately allocate value to each touchpoint along the customer journey,” said Bill Bowles, Vice President of Business Intelligence and Marketplace Management at HomeAway. “We selected Visual IQ for its years of experience in the industry, especially with other ecommerce brands. Its comprehensive data integration capabilities; accurate, media-neutral analysis; and especially its predictive scenario-planning capabilities were key factors as well.”
CompareCards.com, a property of Iron Horse Holdings, is a leading credit card resource website that allows consumers to compare credit cards side-by-side to determine which is most appropriate based on their individual background and needs. In an effort to better understand the influence and impact of its marketing channels, CompareCards.com chose Visual IQ for its powerful, interactive user interface and its ability to analyze the performance of each marketing touchpoint at the most granular level. CompareCards.com will leverage Visual IQ’s IQ Envoy product and its cross-device attribution add-on to uncover cross channel performance insights and determine how to best allocate its marketing dollars across tactics and device types to optimize conversions.
“The marketing landscape continues to evolve, and consumers are interacting with our brand across more channels and devices than ever before,” said Jeff Meyer, Chief Information Officer at CompareCards.com. “As our enhanced attribution initiative gets underway, we look forward to analyzing the granular performance insights and optimization opportunities uncovered by the Visual IQ platform against our current measurement techniques.”
“As growing online businesses, it is important for HomeAway and CompareCards.com to optimize their marketing investments to the best of their ability. Selecting Visual IQ’s advanced marketing attribution platform will not only enable them to more accurately measure their cross channel performance, but also allocate media spend more efficiently,” said Manu Mathew, Co-Founder and CEO. “We are proud to partner with these organizations and look forward to providing them with the valuable insight and optimization opportunities they need to maximize return.”
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, 2015 and 2016. 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.