Integrated Solution Enables The Media Kitchen and Other Joint Clients to Seamlessly Leverage Attribution Data to Optimize Paid Search
NEEDHAM, MA April 15, 2014 — Visual IQ, the leading cross channel marketing attribution software provider, and Marin Software (NYSE:MRIN), provider of a leading Revenue Acquisition Management platform for advertisers and agencies, today announced the companies have officially partnered to help joint clients maximize the effectiveness of paid search campaigns through attribution-powered insights. With Marin Software meeting the criteria of Visual IQ’s Vision Certified Partner Program and Visual IQ becoming a Marin Connect certified partner, data from Visual IQ’s IQ Intelligence Suite will be available to joint customers within the Marin platform.
Attribution quantifies the true impact that every marketing touchpoint across the entire purchase funnel has on producing a conversion, providing a powerful way for brands and agencies to make more informed decisions about future media buys. As a result of the Visual IQ-Marin partnership, brands will now be able to seamlessly buy keywords based on the attribution insights gleaned across all online and offline channels. This is powered by a feed from IQ Deploy, the media buying enablement product within the IQ Intelligence Suite, that automatically pushes attributed data directly into the Marin platform for execution across multiple search platforms.
“To develop and execute a truly effective paid search strategy, brands and their agencies must constantly track, report on, and analyze media buys across all other channels, since they all ultimately impact one another,” said Manu Mathew, CEO and co-founder of Visual IQ. “By formalizing our partnership with Marin, we’ve streamlined this process considerably so customers benefit from the same processes and workflow they already use to place paid search media buys, while replacing their metrics with more accurate and complete attribution-informed metrics.”
The Media Kitchen Taps Visual IQ and Marin to Improve Search Performance for Clients
Media planning and buying advertising agency, The Media Kitchen, is already reaping the benefits of the partnership to improve search performance for their clients. Through the integrated solution, The Media Kitchen is able to compare current click conversion metrics from Marin side-by-side with a corresponding set of attributed TrueConversion metrics from Visual IQ that take into account the extent to which other channels, campaigns and tactics are influencing keyword performance so they can make better-informed optimization decisions.
“We rely on Marin Software to help us maximize our clients’ paid search marketing performance, and the integration with Visual IQ has taken that to an entirely new level,” said Caterina Bartoli, Executive Vice President at The Media Kitchen. ”The attribution management insights provided by Visual IQ enable us to better understand the impact of top-of-funnel marketing activities on lower-funnel paid search metrics, and we are using those insights to drive even greater improvements in conversion rate and return on ad spend for our clients.”
Brands and agencies who currently deploy Visual IQ’s IQ Intelligence Suite or the Marin platform can easily take advantage of the joint solution.
“Today’s media landscape is extremely fragmented, which makes understanding the value of each touchpoint on the complicated path to conversion challenging,” said Matt Ackley, Chief Marketing Officer at Marin Software. “Marketers often stumble developing an effective bidding strategy based on that convoluted path. We’ve formalized our partnership with Visual IQ because their attribution insights go far beyond last click to help our clients quantify the true impact of every marketing touchpoint so they can develop an informed, effective bidding strategy to maximize performance across any number of search campaigns.”
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 both interactive attribution and cross channel attribution by a leading market research firm in 2012, a finalist in the Best Sales & Marketing Intelligence Software category of the 2013 and 2014 CODiE Awards, and a finalist in the Most Influential Agency/Vendor category of the 2013 and 2014 Digital Analytics Association Excellence Awards. 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.