Visual IQ launches Audience IQ to test marketing ROI

The Audience IQ module plugs in to the firm’s IQ Intelligence Platform. It integrates post-conversion customer information from CRM or production systems with advertising and response data, allowing marketers to “accurately and objectively tack marketing investments across online and traditional channels.”

The company claims that the product will provide insight on “the impact that marketing programmes have on key business metrics, including revenue by product or location, purchase frequency and customer loyalty.”

Manu Mathew, Visual IQ’s CEO, said: “Marketers can finally understand exactly which programmes are yielding results, how to optimise those programmes accordingly and where to deploy always-limited resource.”