Leading Marketing Intelligence Provider Shortlisted for Best Use of Data and Technology & Telecommunications Categories of Prestigious Awards
London, UK: 28 July 2017: Visual IQ, the leading provider of marketing intelligence software, has received recognition for its work with Facebook and O2, being shortlisted in two categories in the M&M Global Awards for 2017.
Last year the company announced the pivotal partnership with Facebook, and the resulting pilot programme with digital communications provider, O2, and its agency partner, Havas, has enjoyed significant acclaim. Shortlisted for Best Attribution Solution in The Drum’s Digital Trading Awards earlier in the year, it has now been shortlisted in the Best Use of Data and Technology & Telecommunications categories in the M&M Global Awards.
For years, O2 has leveraged the multi-touch attribution capabilities within Visual IQ’s Marketing Intelligence Platform to analyse consumer behaviour 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 impression 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.
“We are extremely proud to be shortlisted in two categories in this year’s M&M Global Awards. At Visual IQ, we strive to help our 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 and deliver on the promise of people-based marketing in ways never before possible. We’re thrilled to once again be acknowledged with such a prestigious award.”
The M&M Global Awards reward the very best in international media and marketing from the past year. Recognising and celebrating the most innovative and effective pan-regional advertising campaigns, awarding agencies, media owners and advertisers for their strategy, execution and delivery.
The winners will be announced at the M&M Global Awards ceremony on 7 September 2017, at the Natural History Museum, London.
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 optimization recommendations needed to drive business goals and maximize 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 optimize 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.