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Visual IQ Acquires Refined Labs
Visual IQ expands its reach in global attribution and customer journey analytics.
Posted Oct 25, 2016
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Visual IQ, a cross-channel marketing attribution software provider, has acquired Refined Labs, a German attribution and customer journey analytics provider.

Refined Labs provides advanced measurement, search performance management, and TV measurement solutions. The addition of Refined Labs' technology will enhance Visual IQ's IQ Intelligence Suite and strengthen Visual IQ's presence in EMEA.

"The global market is looking for a single vendor to provide attribution products with varying degrees of sophistication based on their business goals and objectives. Our acquisition of Refined Labs will extend our capabilities in critical areas to help more marketers achieve meaningful results," said Manu Mathew, co-founder and CEO of Visual IQ, in a statement. "We've been providing marketing attribution for over 15 years and have learned 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."

"Visual IQ is the world's largest independent attribution provider, and we are thrilled to be joining the company in its pursuit of developing the most efficient and robust advanced measurement offerings," said Thomas Bindl, Refined Labs founder and CEO, in a statement. "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."

All of Refined Labs' two dozen employees will become part of Visual IQ. Refined Labs' offerings, including its API integrations, will be incorporated into the IQ Intelligence Suite.


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