Visual IQ buys Refined Labs to boost attribution analytics

Marketing analytics firm Visual IQ, has acquired Refined Labs, a leading German attribution and customer journey analytics provider.

The acquisition will strengthen Visual IQ’s global attribution offering for all brands and agencies regardless of the size of their advertising spend.

Based in Munich, Germany, Refined Labs provides advanced measurement, search performance management and TV measurement solutions that help agencies, direct search advertisers, and affiliates to optimise their ROI on advertising money spent.

The addition of Refined Labs’ technology will enhance Visual IQ’s solution, the IQ Intelligence Suite, by enabling marketers across a broad spectrum of spend to leverage attribution to understand the complex customer journey and determine how to best allocate budgets across channels, tactics and campaigns – both online and offline as well as across devices.

Refined Labs currently has more than 60 customers, who will all gain immediate access to Visual IQ’s highly regarded support staff and its advanced measurement and optimisation capabilities. The acquisition will strengthen Visual IQ’s presence in EMEA, and the addition of Refined Labs’ dynamic engineering, client services and sales teams will further advance business development, support services, product enhancements and more.

“The global market is looking for a single vendor to provide attribution products with varying degrees of sophistication based on their business goals and objectives. Our acquisition of Refined Labs will extend our capabilities in critical areas to help more marketers achieve meaningful results,” said Manu Mathew, co-founder and CEO of Visual IQ. “We’ve been providing marketing attribution for over 15 years and have learned that marketers are in desperate need of a platform that provides a cohesive approach for analysing and attributing marketing performance in real-time. We’re thrilled to welcome Refined Labs, including its talented team, to arm our joint customers with the information and recommendations needed to make the most of their marketing budgets.”

“Visual IQ is the world’s largest independent attribution provider, and we are thrilled to be joining the company in its pursuit of developing the most efficient and robust advanced measurement offerings,” said Thomas Bindl, Refined Labs founder and CEO. “As part of Visual IQ, we now have the support to bring our vision for marketing measurement and optimisation to the next level. We are grateful for the support by our clients over the last eight years and are looking forward to continue delivering massive value for them.”

All of Refined Labs’ two dozen employees will become part of Visual IQ with immediate effect, and over time, Refined Labs’ offerings, including its robust API integrations, will be incorporated into the IQ Intelligence Suite.

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