Visual IQ acquires German analytics provider, Refined Labs


Kochi: Visual IQ, an Infopark based cross channel marketing attribution software provider, has announced it has acquired Refined Labs, a leading German attribution and customer journey analytics provider.

The addition of Refined Labs’ analytical prowess will strengthen Visual IQ’s global attribution offering and provide more brands and agencies with solutions that match their goals, business requirements and level of marketing sophistication, regardless of the size of their advertising spend.

Based in Munich, Refined Labs provides advanced measurement, search performance management and TV measurement solutions that help agencies, direct search advertisers and affiliates optimize their ROI on advertising money spent. The addition of Refined Labs’ technology will enhance Visual IQ’s solution, the IQ Intelligence Suite, by enabling marketers across a broad spectrum of spend to leverage attribution to understand the complex customer journey and determine how to best allocate budgets across channels, tactics and campaigns, both online and offline as well as across devices.

Refined Labs currently has more than 60 customers, who will all gain immediate access to Visual IQ’s highly regarded support staff and its advanced measurement and optimization capabilities. The acquisition will strengthen the company’s presence in EMEA, and the addition of Refined Labs’ dynamic engineering, client services and sales teams will further advancements in business development, support services, product enhancements and more.

“Our acquisition of Refined Labs will extend our capabilities in critical areas to help more marketers achieve meaningful results,” said Manu Mathew, Co-founder & CEO, Visual IQ. “We know that marketers are in desperate need of a platform that provides a cohesive approach for analyzing and attributing marketing performance in real-time. 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.”

Thomas Bindl, Founder & CEO, Refined Labs said, “As part of Visual IQ, we now have the support to bring our vision for marketing measurement and optimization to the next level. We are grateful for the support by our clients over the last eight years and are looking forward to continue delivering massive value for them.”

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