Visual IQ

Now operating as 'Visual IQ, a Nielsen company,' the business focuses on marketing effectiveness measurement by combining its specialty in multi-touch attribution (MTA) with Nielsen's established marketing mix modeling (MMM). This integrated approach is designed to offer clients, which include brand marketers and agencies, a comprehensive perspective on their marketing return on investment. The core of the business is to quantify how various marketing touchpoints contribute to consumer conversions, moving beyond simplistic models like last-click attribution. By analyzing the entire customer journey across multiple channels and devices, the platform allows marketers to understand which campaigns, creatives, and channels are most effective for specific audience segments.

The company's IQ Intelligence Suite is a SaaS-based platform that processes large datasets from advertisers, publishers, and retailers to deliver actionable insights. This software provides tools to analyze customer profiles and measure tactical marketing performance. The platform's main benefit is enabling marketers to optimize their advertising spend and strategies in near real-time, adjusting campaigns while they are still active to improve efficiency. Before the acquisition, Visual IQ expanded its footprint, notably by acquiring German company Refined Labs in 2016 to strengthen its presence in Europe, the Middle East, and Africa. The integration with Nielsen allows the combined entity to serve a broader range of business verticals and global markets by offering a more complete view of marketing ROI, from high-level strategic planning (MMM) to granular tactical optimization (MTA).