Leading Marketing Intelligence Provider Shortlisted for Best Attribution Solution for the Third Time in Four Years
London, UK: 4 May 2017: Visual IQ, the leading provider of marketing intelligence software, has been shortlisted in The Drum’s Digital Trading Awards for the third time in four years.
The company was shortlisted in the Best Attribution Solution category following the announcement of its partnership with Facebook last year and resulting pilot programme with digital communications company, O2, and its agency partner, Havas.
Leveraging the multi-touch attribution capabilities in Visual IQ’s marketing intelligence platform has enabled O2 to analyse consumer behavior across channels and devices and understand the impact of its digital marketing campaigns. However, third-party tracking requirements on Facebook historically prevented the company from being able to incorporate Facebook advertising impressions data into its performance measurement.
Visual IQ’s partnership with the social media giant addressed this limitation, enabling O2 to understand the full effect of their Facebook ad spend on sales, how their Facebook ads impact their other media, and the relevancy of these ads to their target customers.
The pilot not only revealed that Facebook was a key component of O2’s marketing and media strategy, but also uncovered its value down to a granular level. The team saw converter rates improve by 16% to as high as 123% when Facebook Custom Audience placements were used in combination with other digital channels, such as affiliates, paid social and paid search. Additionally, the pilot revealed the importance of people-based marketing and the efficiency gains driven by Facebook. When Custom Audience impressions were included in the broader tactical mix, O2 saw a 52% improvement in cost efficiency for new customer acquisition, and a 38% improvement for existing customers.
Manu Mathew, Co-founder and CEO of Visual IQ said: “To be named a finalist for the third time in such a competitive and prestigious awards programme underlines our continuous efforts to help clients get the best out of their marketing and advertising. Our partnership with Facebook is a significant enhancement to Visual IQ’s constantly evolving capabilities, and it’s exciting to help brands like O2 understand the effectiveness of their Facebook ads in ways never before possible.“
With over 20 categories, The Drum DTA Awards programme celebrates innovation and commitment to automated trading, and 2017 represents its fourth year in existence in the UK. The winners will be announced at Park Plaza, Westminster Bridge in London, on 31st May 2017.
Visual IQ is the world’s leading marketing intelligence software provider. Its IQ Intelligence Suite combines audience data with attributed measurement in a single platform, providing marketing and advertising performance insights based on audience segment and the inter- and intra-channel optimisation recommendations needed to drive business goals and maximise return. By offering media mix modeling, TV attribution and multi-touch attribution in a consolidated platform, Visual IQ is the only provider that delivers the comprehensive, audience-driven intelligence that brands and agencies need to optimise performance across their entire marketing and advertising mix.
Visual IQ was named a leader in cross channel attribution by a leading market research firm four times in a row, won The Drum’s Digital Trading Award for Best Attribution Solution in 2015 and 2016, 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 IAB in the US, UK, France and Italy, is a member of the Canadian Marketing Association, and sits on the IAB’s Advertising Technology, Data, Public Policy and CFO councils and the Digital Analytics Association’s Standards Committee.