IQ Envoy for Branding and TV Attribution Provide Marketers with More Control to Measure and Optimize Branding Efforts
Needham, Mass, Sept. 30, 2015 - Visual IQ, the leading cross channel marketing attribution software provider, today announced significant enhancements to its IQ Intelligence Suite with the introduction of IQ Envoy for Branding and TV Attribution. The upgrades will provide marketers with the tools they need to effectively measure the true impact that each media channel and tactic has on brand engagement – a metric that has previously been very difficult to quantify.
To address these challenges, Visual IQ has developed two new features that provide a single currency for measurement and arm brand marketers with the same measurement and scenario planning capabilities that are available for direct response.
IQ Envoy for Branding
A core product within the IQ Intelligence Suite, IQ Envoy runs marketing performance data from multiple sources through Visual IQ’s TrueAttribution® process, which calculates the impact that every marketing touchpoint and attribute has on achieving marketing goals. The output is a set of TrueMetrics™ that reflect the actual amount of credit each touchpoint deserves for producing a desired outcome.
For brand marketers, IQ Envoy for Branding uses the science of TrueAttribution to calculate a TrueEngagement Score™, a single currency for branding measurement and optimization across all channels and tactics. This metric incorporates multiple brand engagement activities, such as website interactions, video views, rich media ad interactions, and more, into an overall key performance indicator (KPI) metric, providing brand marketers with a unified view of media’s true impact on brand engagement, and the ability to optimize their efforts at a granular level (keyword, placement, creative, etc.) in order to drive incremental brand lift. Additionally, brand marketers can measure de-duplicated reach across channels, devices, and publishers, and quantify each brand engagement activity’s impact on conversions.
In addition to IQ Envoy for Branding, Visual IQ is introducing a new TV Attribution solution to help brand marketers measure TV advertising’s impact on driving brand engagement KPIs. As part of this roll-out, Visual IQ is partnering with Rentrak, the leading provider of worldwide consumer viewership information, to collect granular TV impression data on a daily basis, enabling marketers to measure TV’s impact on digital responses for each attribute of TV advertising, such as network, telecast, daypart, and more. With Visual IQ’s TV Attribution solution, clients will not only be able to measure and optimize their TV buys at a more granular level, but also on a much faster basis than allowed by traditional, survey based measurement methods.
“Rentrak’s precise television measurement combined with Visual IQ’s meticulous attribution science opens a whole new door for brand marketers,” said Rentrak’s President of National Television Chris Wilson. “We’re excited to partner with Visual IQ to help brand marketers quantify how their TV advertising impacts brand engagement responses.”
“Our customers asked for the ability to measure the impact of their upper- and mid-funnel branding campaigns with as much rigor as their direct response efforts, and we answered,” said Manu Mathew, co-founder and CEO of Visual IQ. “We’re empowering brand marketers by giving them the robust advanced attribution capabilities they need to fully understand the impact of their branding efforts – across both TV and digital.”
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.