Visual IQ Acquires Refined Labs To Enhance Attribution Offerings

October 25, 2016
Written by Klaudia Tirico
Published in News Briefs

Marketing attribution software Visual IQ acquired Refined Labs, a German attribution and customer journey analytics provider, to strengthen its global attribution offering.

Visual IQ said the addition of Refined Labs’ analytics technology will enhance its IQ Intelligence Suite, enabling marketers to gain insight into the customer journey and determine how to allocate budgets across channels and campaigns. The IQ Intelligence Suite consists of four cross-channel marketing intelligence software products that streamline data collection.

Refined Labs has more than 60 customers who will have access to Visual IQ’s measurement and optimization capabilities, according to a press release. The company offers search performance management and TV solutions to help agencies, direct search advertisers and affiliate clients optimize advertising ROI.

The company said in a statement that Refined Labs’ engineering, client services and sales teams will join the company, growing Visual IQ’s presence in Europe, the Middle East and Africa.

“Our acquisition of Refined Labs will extend our capabilities in critical areas to help more marketers achieve meaningful results,” said Manu Mathew, Co-founder and CEO of Visual IQ, in a statement. "We're thrilled to welcome Refined Labs, including its talented team, so our joint customers are armed with the information and recommendations needed to make the most of their marketing budgets."