Visual IQ, a Technopark-based firm that offers cross-channel marketing intelligence, has entered into partnership with the Boston-based internet marketing company iProspect, to provide management software solutions.
iProspect said in a statement Monday that it will utilize Visual IQ's services to measure the influence of multiple online and offline channels on the overall success of their clients' marketing ecosystem.
Manu Mathew, Visual IQ co-founder and CEO, said assessing campaign performance can be incredibly difficult as there are multiple marketing channels and tactics, but such activity is necessary to better utilise budgets.
"For agencies like iProspect that manage cross channel marketing efforts across a multitude of clients, tools like the IQ intelligence suite make it easy to overcome the data overload and deliver much more accurate recommendations and improved marketing performance," Mathew said.
Using performance data, the IQ intelligence suite provides marketers with attribution management insights that allow them to quickly and easily understand cross channel impact as well as the reach, cost and true return of each marketing tactic.
"We selected Visual IQ as an attribution partner because its products enable more informed decisions and more accurate measurement of the efforts our clients put in the market," said Brian Kaminski, president of iProspect.
Visual IQ currently manages over $5 billion in media spend on behalf of its clients, which include two of the top three national advertisers, as well as two of the top three agency holding groups.
iProspect, part of Aegis Media, is a global digital performance marketing agency helping to grow the world's most sought-after brands.