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Visual IQ Releases IQ Envoy 3.0Leading Attribution Management Software Now Includes Advanced Touchpoint Analysis Functionality (November 14, 2011)
NEEDHAM, MA -- (Marketwire) -- 11/14/11 -- Cross channel marketing intelligence software provider Visual IQ today announced the release of IQ Envoy 3.0, the newest version of its attribution management product within the IQ Intelligence Suite. IQ Envoy uses the world's most rigorous and accurate attribution marketing science to calculate the true quantitative impact that each marketing touchpoint experienced by every prospect has on performance across the entire marketing ecosystem.
In addition to the sophisticated attribution management functionality already available in IQ Envoy, the software now incorporates advanced marketing touchpoint analysis that enables brands and their agencies to derive cross channel insights and formulate resulting marketing optimization strategies based on:
- The propensity of a particular audience to convert by any given marketing tactic or mix of tactics (channel, publisher, keyword, creative, size, etc.)
- The affinity between tactics used within one channel and those used within another (inter-channel), such as which display ads drive searches on which keywords
- The affinity between different tactics used within the same channel (intra-channel), such as which non-branded keywords drive searches on which branded keywords
- The optimum frequency of impressions or clicks required to generate conversions
- The optimum sequence of tactics required to generate conversions
- The lag time between certain touchpoints (first impression, last click, first visit, etc.) and the conversion
- The function that each tactic plays in the sales funnel (opener, advancer, closer)
"The cross channel insights that marketers can now get from IQ Envoy 3.0 equip them with a new set of levers they can pull to optimize their marketing mix in exciting ways," said Manu Mathew, Visual IQ co-founder and CEO. "Understanding the cause and effect of different marketing programs is critical, but until now has been nearly impossible given the complexity of most marketing programs. The marketing science behind IQ Envoy 3.0 cuts through the clutter of data and brings clarity to the decision-making process."
Several clients, including two of the world's largest three ad agencies are currently using IQ Envoy 3.0 to make dramatic improvements to their clients' marketing programs using the platform's robust attribution management techniques.
"We've already identified several strategic changes to recommend to our clients as a result of IQ Envoy's enhanced functionality," said Darren Herman, Chief Digital Media Officer of The Media Kitchen. "The beauty is that it's all based on what the marketer's actual performance data is telling us -- not on some subjective business rules or guess-work. We've yet to see a product elsewhere in the marketplace that delivers the type of touchpoint intelligence provided by IQ Envoy 3.0."
The IQ Intelligence Suite helps marketers measure the consolidated influence of both online and offline campaigns on their overall success. Using marketing performance data, the IQ Envoy product in particular provides marketers with attribution management insights that allow them to quickly and easily understand cross channel impact as well as the reach, cost and true revenue of each marketing tactic. Unlike inaccurate and antiquated "last click" measurement techniques that assess the relative impact of efforts in isolation, the attribution management insights and actionable recommendations delivered through the IQ Intelligence Suite provide a clear picture of performance and opportunities for improvement across the entire marketing ecosystem.
About Visual IQ
Visual IQ produces the world's most powerful cross channel marketing intelligence software products. Our hosted IQ Intelligence Suite reveals cross channel performance insights hidden within companies' marketing data, driving actionable recommendations to improve marketing effectiveness.
These enable marketers and agencies to adjust their advertising strategies and tactics to significantly increase marketing ROI across their entire marketing mix. The state of the art science behind our marketing software products combines a user-friendly visual interface with advanced attribution management and predictive modeling functionality that clearly shows clients where opportunities exist for marketing optimization.
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