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Visual IQ and LiveRamp Connect Off- and Online Data
Marketing intelligence software provider Visual IQ has announced a partnership with data 'onboarding' specialist LiveRamp, providing the former's customers with a more rounded view of the cross-channel customer journey, plus campaign impact analysis tools.
Visual IQ's solution integrates audience insights with attribution across channels and devices in a single platform. Acxiom subsidiary LiveRamp brings multiple sources of data together and creates a privacy-compliant identifier for individuals, for use in people-based marketing.
The new deal allows Visual IQ to bring previously untracked off-line impressions and conversion events into its platform, and provide marketers with 'an enhanced understanding of how their digital marketing impacts conversions that occur in off-line environments' - and conversely, how off-line media like direct mail flyers and catalogs impact online conversions.
Manu Mathew, CEO and co-founder of Visual IQ, comments: 'Without the ability to bridge the gap between the digital and physical world, it's impossible to gain a holistic view of the consumer journey or effectively manage the total consumer experience'. Travis May, LiveRamp President and General Manager, adds: 'We're excited that our partnership with Visual IQ will help marketers both decipher the path to purchase and improve the consumer experience'.
Web sites: www.visualiq.com and www.liveramp.uk .
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