Visual IQ Buys Customer Journey Analyst Refined Labs

Marketing intelligence firm Visual IQ has acquired German attribution and customer journey analytics specialist Refined Labs. Terms of the deal were not disclosed.

Founded by Thomas Bindl (pictured) in early 2007, Munich-based Refined Labs provides search performance management, and TV and other measurement solutions to help clients optimize their advertising ROI. Visual IQ says the acquisition will enhance its own IQ Intelligence Suite, which uncovers cross channel performance insights hidden within companies' marketing data. In addition, the deal will strengthen Visual IQ's presence in the EMEA region.

All Refined Labs' two dozen employees will become part of Visual IQ, and over time the firm's offerings, including its API integrations, will be incorporated into the IQ Intelligence Suite. Bindl comments: '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. As part of Visual IQ, we now have the support to bring our vision for marketing measurement and optimization to the next level'.

Web sites: www.visualiq.com and www.refinedlabs.com .