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Phones 4u Looks to Digital Marketing Attribution to Drive Highly Aggressive Growth Strategy in 2013

Leading Independent Mobile Phone Retailer Joins Visual IQ’s Growing European Customer Base

London, UK – March 18, 2013 - Leading independent mobile phone retailer Phones 4u, today announced that it has engaged cross channel marketing attribution software provider Visual IQ to provide marketing attribution management solutions in support of its 2013 digital growth initiatives.

Visual IQ will help Phones 4u leverage marketing attribution to evolve its digital marketing campaigns to achieve strategic and commercial advantage. Using the Visual IQ Intelligence Suite of hosted software products, Phones 4u will be able to track, analyse and report on their digital marketing performance using advanced analytics to inform more data-driven decisions.

Not only will Visual IQ’s software enable Phones 4u to understand the value of its digital marketing efforts towards achieving specific ecosystem-wide goals, but it will also enable the company to identify opportunities for optimisation across its entire digital marketing mix.

“For us, it was important to secure a ‘fit for future’ solution, and Visual IQ has already demonstrated significant expertise in the telecommunication sector,” commented Phones 4u Head of Visitor Acquisition, Adam Cartlidge.

Cartlidge continued: “Visual IQ’s platform will be a key catalyst to integrate all of our visitor acquisition technologies, and will offer us the flexibility to mobilise any activity with minimal time and resource constraints. By combining a highly skilled workforce with sophisticated attribution technology, Phones 4u is in a stronger position to implement our highly aggressive digital growth strategy, with Visual IQ as the cornerstone.”

Visual IQ opened its London office in 2012 as part of its expansion into EMEA. New client Phones 4u will complement existing clients that include Orange and Zalando in France and Germany, respectively.

Adit Abhyankar, Executive Director at Visual IQ, added: “Following the opening of our London office, we have been significantly building on our reputation as the leading marketing attribution solution and it’s great to receive such glowing endorsements. Our IQ Intelligence Suite offers clients a complete set of actionable insights down to the smallest granularity of ROI and we’re delighted to play a role in Phones 4u’s growth plans.”

About Visual IQ

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 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.

About Phones 4u

Phones 4u, part of Phones4u Finance plc, is one of the UK’s leading independent mobile retailers, offering multiple networks and smartphone brands and market-leading choice and value. Led by CEO Mary Grant, it was acquired by private equity firm BC Partners in April 2011.

A preferred launch partner of smartphone manufacturers worldwide, Phones 4u has over 680 stores on the UK high street, having opened 45 new Phones 4u stores in 2012 alone. As part of an exclusive partnership with Dixons Retail, Phones 4u also has 150 store-in-stores in Currys/PC World, of which 57 opened in 2012. In recognition of its success in delivering outstanding customer service, Phones 4u was recognized as “best high street retailer” at the 2012 Mobile Industry Awards.

As part of an ongoing commitment to customer excellence, Phones 4u has invested more than £10 million to date in the training and development of its people, centred on a bespoke, state of the art, training and induction academy located in Fort Dunlop, Birmingham. Phones 4u now employs more than 6,000 staff across the UK.

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