Yorkshire Building Society to adopt Nielsen’s Visual IQ platform
The subsidiary information and measurement firm Nielsen, Visual IQ, has confirmed that the Yorkshire Building Society has selected its platform.
The audience-driven, multi-touch attribution platform will be used to monitor the end-to-end consumer journey.
The platform will also be leveraged to de-duplicate unique users across channels and devices, and accurately measure the influence each touchpoint on conversions and other key success metrics.
The Yorkshire Building Society, as one of the largest building societies in the UK, aims to acquire an actionable, granular-level insight into the performance of marketing and advertising initiatives.
“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,” commented Anna Higgins, Customer Acquisition Manager.
“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.”
“We are thrilled to be working with YBS to help the company achieve its marketing goals,” added Vanessa Tadier, General Manager Europe at Nielsen Visual IQ.
“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.”
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