Visual IQ Bolsters Cross-Device Attribution Measurement Through a Partnership with Facebook’s Atlas
Visual IQ , the leading cross channel marketing attribution software provider, today announced a partnership with Facebook’s Atlas. Through the partnership, Visual IQ will offer marketing insights to its customers who are advertising across different devices, including desktops, smartphones and tablets.
Visual IQ will gain people-based insights from Facebook's Atlas ad server to provide a comprehensive view of how media spend is impacted across all different devices, both web browser-based and within a mobile application. Approximately 1.71B people access Facebook every month, and many of them use Facebook across multiple devices and browsers. By combining the advanced attribution methodology within Visual IQ’s IQ Intelligence Suite with people-based insights from Atlas, advertisers will receive a more accurate understanding of the true impact of their digital media on performance metrics across channels and tactics and will be able to confidently make more informed mobile optimisation decisions.
Additionally, the partnership will also support those who are advertising on Facebook but not necessarily using the Atlas ad server. This new integration will ensure that information about specific Facebook campaigns, including desktop, mobile web and mobile app, as well as Facebook owned apps such as Instagram, is included during the attribution process. This gives marketers the tools they need to understand how their Facebook ads are impacting their other media and vice versa.
"Facebook knows people, and this partnership gives us the ability to help our customers understand the effectiveness of their cross-device campaigns in a way that was never before possible," said Manu Mathew, CEO and co-founder, Visual IQ. "We're pleased to be selected as the first independent attribution partner of choice for Facebook and this recognition underscores our commitment to pushing the boundaries of what marketing attribution can deliver."
The integration is currently underway, with joint customers already seeing valuable benefits from the new partnership. A Fortune 100 customer with a large mobile presence was able to link mobile investments across desktops, smartphones, tablets and other devices for a holistic view of how all devices shape the customer journey and impact sales. By leveraging the powerful cross-device attribution solution powered by Visual IQ and Atlas, the client unveiled optimisation opportunities within its mobile placements that would generate an increase of 20 percent in sales – all without an increase in media spend. O2, the commercial brand of Telefónica UK Limited, is another early adopter who will benefit from the partnership. The company will be able to understand how their full investment in Facebook properties (both in-app and browser) impacts performance, and how these placements work in combination with other channels and tactics to drive business value.
For more details about the partnership or Visual IQ, visit www.visualiq.com/about-us/partners .
About Visual IQ
Visual IQ produces the world’s most powerful cross channel marketing attribution software products. As a pioneer in the space, the company has been offering products since 2006. Its SaaS-based IQ Intelligence Suite reveals cross channel performance insights hidden deep within companies’ marketing data, providing actionable recommendations and optimised media plans to improve marketing effectiveness. These recommendations enable marketers and agencies to adjust their advertising strategies and tactics to significantly increase marketing ROI across their entire marketing mix – both online and offline. The functionality behind these products combines a powerful, user-friendly interface with multi-dimensional fractional attribution science and predictive analytics that clearly and accurately show marketers where opportunities exist for improvement.
Visual IQ was named a leader in cross channel attribution in 2014 by a leading market research firm , won The Drum's 2015 Digital Trading Award for Best Attribution Solution , 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 and 2015. The company is a member of the Advertising Technology, Data, Public Policy and CFO Councils of the IAB, as well as on the Standards Committee of the Digital Analytics Association.
Naomi Whittome, 0203 642 1124
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