Visual IQ and Marin Software Formalize Strategic Partnership

Visual IQ, the leading cross channel marketing attribution software provider, and Marin Software MRIN, provider of a leading Revenue Acquisition Management platform for advertisers and agencies, today announced the companies have officially partnered to help joint clients maximize the effectiveness of paid search campaigns through attribution-powered insights. With Marin Software meeting the criteria of Visual IQ's Vision Certified Partner Program and Visual IQ becoming a Marin Connect certified partner, data from Visual IQ's IQ Intelligence Suite will be available to joint customers within the Marin platform. Attribution quantifies the true impact that every marketing touchpoint across the entire purchase funnel has on producing a conversion, providing a powerful way for brands and agencies to make more informed decisions about future media buys. As a result of the Visual IQ-Marin partnership, brands will now be able to seamlessly buy keywords based on the attribution insights gleaned across all online and offline channels. This is powered by a feed from IQ Deploy, the media buying enablement product within the IQ Intelligence Suite, that automatically pushes attributed data directly into the Marin platform for execution across multiple search platforms. “To develop and execute a truly effective paid search strategy, brands and their agencies must constantly track, report on, and analyze media buys across all other channels, since they all ultimately impact one another,” said Manu Mathew, CEO and co-founder of Visual IQ. “By formalizing our partnership with Marin, we've streamlined this process considerably so customers benefit from the same processes and workflow they already use to place paid search media buys, while replacing their metrics with more accurate and complete attribution-informed metrics.” The Media Kitchen Taps Visual IQ and Marin to Improve Search Performance for Clients Media planning and buying advertising agency, The Media Kitchen, is already reaping the benefits of the partnership to improve search performance for their clients. Through the integrated solution, The Media Kitchen is able to compare current click conversion metrics from Marin side-by-side with a corresponding set of attributed TrueConversion metrics from Visual IQ that take into account the extent to which other channels, campaigns and tactics are influencing keyword performance so they can make better-informed optimization decisions. “We rely on Marin Software to help us maximize our clients' paid search marketing performance, and the integration with Visual IQ has taken that to an entirely new level," said Caterina Bartoli, Executive Vice President at The Media Kitchen. "The attribution management insights provided by Visual IQ enable us to better understand the impact of top-of-funnel marketing activities on lower-funnel paid search metrics, and we are using those insights to drive even greater improvements in conversion rate and return on ad spend for our clients.” Brands and agencies who currently deploy Visual IQ's IQ Intelligence Suite or the Marin platform can easily take advantage of the joint solution. “Today's media landscape is extremely fragmented, which makes understanding the value of each touchpoint on the complicated path to conversion challenging,” said Matt Ackley, Chief Marketing Officer at Marin Software. “Marketers often stumble developing an effective bidding strategy based on that convoluted path. We've formalized our partnership with Visual IQ because their attribution insights go far beyond last click to help our clients quantify the true impact of every marketing touchpoint so they can develop an informed, effective bidding strategy to maximize performance across any number of search campaigns.”