Yorkshire Building Society (YBS) has selected Visual IQ’s audience-driven, multi-touch attribution platform, to track the end-to-end consumer journey and accurately measure the influence each touchpoint on conversions and other key success metrics.
By consolidating all of its marketing performance data into the Nielsen Visual IQ Platform, YBS hopes to gain actionable, granular-level insight into how its marketing and advertising initiatives are performing.
Anna Higgins, customer acquisition manager, said: “We’ve used Econometric modelling to measure the value of our online and offline channels for several years, but wanted to understand the effectiveness of our marketing activity at a deeper, more granular level.
“Our engagement with Nielsen Visual IQ will enable us to get a comprehensive view of the consumer journey across all touchpoints, and discover which specific tactics drive the best results for our business.
“Importantly, Nielsen Visual IQ has helped us ensure our implementation is in line with our rigorous security guidelines, and we are extremely excited about what these new capabilities will mean for our future marketing efforts.”
Vanessa Tadier, general manager Europe at Nielsen Visual IQ, added: “We are thrilled to be working with YBS to help the company achieve its marketing goals.
“It’s no longer enough to focus on individual channel performance and last-touch attribution to reach today’s empowered consumer.
“By moving away from a reliance on clicks and opens to real-time marketing intelligence, YBS will be able to understand what’s working for each audience they target, and drive more meaningful results for their business.”