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Visual IQ Unites Media Mix Modeling and Attribution Management With TrueAttribution 2.0Upgraded Offering Delivers Industry's First Perpetual, Productized Way to Calculate the Impact of All Marketing Channels (February 14, 2012)
NEEDHAM, MA -- (Marketwire) -- 02/14/12 -- Cross channel marketing intelligence software provider Visual IQ today announced the release of its TrueAttribution 2.0 technology, which for the first time enables brands and their agencies to cohesively measure the combined performance of online and offline channels. TrueAttribution 2.0 combines media mix modeling and attribution management in a single, hosted software solution for an unmatched level of marketing insight across every channel, campaign and tactic.
The lack of user-level data from certain channels has, until now, been a significant challenge for marketers that perform attribution management to understand the holistic performance of their programs. As a result, they often had to couple attribution management with disparate, one-off media mix modeling consulting engagements. TrueAttribution 2.0's functionality bridges the gap between the two practices for a repeatable, perpetual attribution process.
"We selected Visual IQ from a field of several other providers because of their ability to attribute credit for conversions between digital channels, as well as between digital and traditional channels -- using a single software solution. We found that elsewhere in the marketplace these capabilities were typically only available through two disparate engagements with two separate providers." said Jeff Filliater, Chief Marketing Officer of Unirush, Inc. "Visual IQ's cross channel expertise, coupled with its advanced attribution management technology, has made it easy to understand the precise impact that all of our campaigns across all our channels have on our overall marketing success and adjust our tactics accordingly."
"There are myriad technologies and practices out there for getting an indication of a marketing program's complete impact, but there is only one fully reliable, data-driven way to know the true performance of every touchpoint across an entire marketing ecosystem," said Manu Mathew, co-founder and CEO, Visual IQ. "Our TrueAttribution 2.0 technology removes any doubt about the validity of attribution management programs and empowers brands and their agencies to make better, more impactful decisions about their programs and associated spend."
Powered by advanced mathematical models and machine learning technologies, TrueAttribution 2.0 is also able to:
- Analyze and provide weighted performance of every attribute -- including keywords, ad size, placement, publisher, timing, creative, offer, and more -- associated with every marketing effort.
- Perform attribution modeling on direct response as well as brand-focused key performance indicators (KPIs) -- or both.
- Refine its mathematical models on which its output is based, as actual performance data is fed back into it -- resulting in increasingly more accurate optimization recommendations and predictions of future marketing performance.
TrueAttribution 2.0 currently serves as the heart of Visual IQ's robust IQ Intelligence Suite. Several clients have already successfully leveraged TrueAttribution 2.0 for cross channel marketing intelligence and improved performance, including leading brands in retail, financial services, insurance and other verticals.
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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