Visual IQ has partnered with data management platform Lotame, to deliver people-based marketing insights.
The move will mean clients have more insight into their marketing campaigns and which tactics drive the best ROI across all channels, including paid search.
lients can uncover which specific tactics and messages drive the best results for each audience segment across every channel including paid search, which has historically been difficult to measure from an audience perspective.
Given today’s mobile-first, always-on consumer, the opportunity to use data to provide tailored messages and experiences across channels and devices has never been greater.
However, most brands today analyse the attributes of their customers and prospects separately from marketing performance, with little to no intersection. As a result, marketers are unable to gain a single, unified view of each consumer and the channels, devices, and tactics that are most effective in driving engagement, leads, sales, and other desired business outcomes.
“The average consumer is exposed to hundreds, if not thousands of marketing messages every day. To break through the clutter, marketers must constantly work to deliver messages that are meaningful and relevant, regardless of channel or device. This can only happen when audience and measurement intersect within a single platform,” said Manu Mathew, co-founder and CEO, Visual IQ. “We are thrilled to incorporate Lotame’s robust audience data into our platform and arm our clients with the intelligence they need to reach specific audiences with the optimal message.”
The integration is currently underway, with several clients already seeing the value from the partnership.
“For more than a decade, we have been helping marketers harness the power of audience data to fuel relevant and personalised experiences,” said Ryan Rolf, vice president of data solutions at Lotame. “By partnering with Visual IQ, the marriage of our two solutions will enable marketers to better understand their customers and prospects, the combination of channels and tactics that best influence them, and ultimately make smarter decisions that impact the bottom line.”