Marketing intelligence software provider Visual IQ has unveiled a marketing intelligence platform that combines audience demographic and behavioural attributes with tactical marketing performance within a single user interface.

The launch of the platform coincides with the completion of Visual IQ’s acquisition of German attribution and customer journey analytics provider Refined Labs. It aims to use what it has picked up in the acquisition to enable brands and agencies to discover their best performing marketing.

The marketing intelligence platform unifies people-based insight with multi-touch attribution, with the aim of optimising marketing and advertising performance by audience segments representing prospective and existing customers. It can be configured to match a brand or agency’s goals, business requirements and level of marketing sophistication.

“For marketers, the task of understanding the end-to-end consumer journey and optimising connections with customers and prospects is more complex than ever. Relevance is everything, and marketing tactics must be tailored to different audiences based on where they are in their journey,” said Manu Mathew, CEO and co-founder of Visual IQ. “By tying marketing performance to audience, our platform provides unprecedented real-time insight into the tactics and experiences that are resonating with different audiences. Marketers can use this insight to optimize spend within and across channels to drive conversions, retention, lifetime value and other meaningful business results.”