Partnership Provides Unprecedented People-Based View of the Consumer Journey and How Digital Marketing & Media Impacts Offline Success Metrics
NEEDHAM, Mass.– August 29, 2017 : Visual IQ, the leading provider of marketing intelligence software, today announced a partnership with LiveRamp®, an Axiom® company (NASDAQ: ACXM) and leading provider of omnichannel identity resolution. The partnership will provide Visual IQ customers with a more complete, people-based view of the consumer journey across digital and offline marketing channels, as well as the ability to measure and optimize their marketing and media tactics based on their online and offline impact. As a result of this partnership, consumers’ expectations for unified, relevant engagement across experiences throughout their journey can be better met.
Marketers are tasked with reaching consumers in an increasingly complex, multi-channel, multi-screen world. Technology has created a huge opportunity to leverage data to make smarter decisions. Yet many marketers still struggle to gain a full understanding of how their marketing and advertising influences consumer behavior and drives desired business outcomes. This is particularly challenging when the desired outcome occurs in an offline environment such as purchasing in a store location or transacting via a call center. Visual IQ’s marketing intelligence solution helps marketers break down these silos by unifying audience insights with attribution across all addressable channels and devices in a single platform. With a holistic, real-time view of tactical marketing and media performance in the context of key audiences, marketers can deliver their best marketing to the people that matter most.
LiveRamp’s IdentityLink™ solution allows marketers to create an omnichannel view of the consumer, resolving multiple sources of data to a privacy-compliant identifier that can then be utilized in the Visual IQ platform to provide insights that power people-based marketing initiatives.
Through its partnership with LiveRamp, Visual IQ can now provide marketers with an enhanced understanding of how their digital marketing impacts conversions that occur in offline environments, as well as how addressable offline marketing, such as direct mail flyers and catalogs, impacts conversions that occur online. Specifically, Visual IQ will integrate people-based, offline marketing impressions and conversion data using LiveRamp’s IdentityLink service into its Marketing Intelligence Platform to resolve the online and offline view of the individual-level consumer journey for multi-touch attribution. By integrating these previously untracked offline impressions and conversion events, marketers will be able to discover which combination of marketing channels and tactics drive different online and offline success metrics and will empower them to make optimizations that maximize business results.
“Without the ability to bridge the gap between the digital and physical world, it’s impossible to get a holistic view of the consumer journey or effectively manage the total consumer experience,” said Manu Mathew, CEO and co-founder, Visual IQ. “By formalizing our relationship with LiveRamp, we are arming our customers with the people-based intelligence they need to tailor their tactics and experiences for customers and prospects to drive the online and offline KPIs they care about most.”
“LiveRamp is committed to helping break down data silos and help marketers offer engaging and personally relevant experiences to customers,” said Travis May, LiveRamp president and general manager. “We’re excited that our partnership with Visual IQ will help marketers both decipher the path to purchase and improve the consumer experience.”
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.
LiveRamp offers brands and the companies they work with identity resolution that is integrated throughout the digital ecosystem, and provides the foundation for omnichannel marketing. IdentityLink transforms the technology platforms used by our clients into people-based marketing channels that improve the relevancy of marketing, and ultimately allow consumers to better connect with the brands and products they love. LiveRamp is an Acxiom company (Nasdaq: ACXM), delivering privacy-safe solutions to market and honoring the best practices of leading associations including the Digital Advertising Alliance’s (DAA) ICON and App Choices programs. For more information, visit http://www.liveramp.com.