NEEDHAM, Mass.--Visual IQ, the leading cross channel marketing attribution software provider, today announced that Avery Products Corporation, the leading manufacturer of printable labels and cards, has selected Visual IQ's IQ Intelligence Suite to measure and optimize its digital marketing spend. Avery will use the Visual IQ platform to measure the true impact of its digital marketing efforts, identify the touchpoints that are most effective across the complex customer journey, and determine how to best allocate its growing, multi-million dollar marketing budget to drive the company's overall business objectives.
Prior to partnering with Visual IQ, Avery relied on different data sets from disparate systems to evaluate its marketing performance, leaving the company with inconsistent conversion data and an incomplete view of the customer journey. Ultimately, Visual IQ’s strong data integration capabilities played a pivotal role in Avery’s attribution vendor selection process. Leveraging the Visual IQ platform, Avery will be able to consolidate and normalize its marketing performance data into a standard set of key performance indicators (KPIs) for a true comparison of performance and greater visibility into each interaction along the customer purchase path – all within a single user interface.
"Our customers are connecting with the Avery brand through more channels than ever before, and it's critical to understand what's working and what’s not so we can structure our media investments accordingly," said Bhavna Patel, Director of Digital Marketing at Avery. "Visual IQ will allow us to better understand customer behavior, allocate budget to the best performing channels and tactics, and create a digital marketing strategy that will truly make an impact on our business and our brand."
Using a multi-dimensional, algorithmic modeling approach, Visual IQ's IQ Intelligence Suite of advanced marketing attribution products “tells the story” of how much credit all of a brand’s in-market media earned toward a desired outcome. The result is an objective set of attributed metrics that quantify how every online and offline channel and tactic contributed to a company’s overall marketing objectives, so marketers can make smarter decisions that maximize ROI. Avery will first utilize Visual IQ's IQ Envoy product to measure and optimize the performance of its online display, paid social, and paid search channels, before expanding to additional channels. Avery’s digital agencies, FRED & Associates and Chacka Marketing, will work in tandem with Avery to synthesize the performance metrics for optimal media mix analysis.
"We understand the challenges our customers face when it comes to measuring and optimizing spend within and across channels," said Manu Mathew, co-founder and CEO, Visual IQ. "By taking an advanced, data-driven measurement approach, Avery will be able to make truly informed budget allocation decisions based on a clear understanding of the impact each marketing channel and tactic has on their overall business objectives."
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 optimized 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 IAB in the US, UK, France and Italy and sits on the association’s Advertising Technology, Data, Public Policy and CFO councils, as well as on the Standards Committee of the Digital Analytics Association.