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Nielsen to Acquire Visual IQ
Nielsen has agreed to acquire multi-touch attribution and marketing mix modelling specialist Visual IQ, which measures ROI at both the individual person and store level. Terms of the deal were not disclosed.
 Visual IQ's Intelligence Suite combines audience data with attributed measurement in a single platform, providing marketing and advertising performance insights, and channel optimisation recommendations. Brands can use the firm's services to measure consumers across channels and devices, and deliver coordinated experiences by connecting advertising exposure with brand engagement, online conversion and in-store sales or other metrics.
Nielsen says the buy will give its clients access to Visual IQ's marketing attribution expertise and a software platform for analyzing customer profiles, in combination with tactical marketing performance across all channels and devices. The deal will also extend Nielsen's marketing effectiveness footprint into new business verticals and global markets.
Manu Mathew (pictured), co-founder and CEO of Visual IQ, comments: 'Our team is excited to be joining the Nielsen family as we integrate our capabilities with theirs, and provide increased value to clients and a more powerful combined solution to the industry as a whole'.
Web sites: www.nielsen.com and www.visualiq.com .
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