Member Article

Yorkshire Building Society selects Nielsen’s Visual IQ Platform for Audience-Based Performance Analysis

Visual IQ, a Nielsen company, announced that Yorkshire Building Society (YBS) has selected its audience-driven, multi-touch attribution platform. The organisation will leverage the platform to track the end-to-end consumer journey, de-duplicate unique users across channels and devices, and accurately measure the influence each touchpoint on conversions and other key success metrics.

YBS, one of the UK’s largest building societies, provides mortgages and savings products for more than three million customers. By consolidating all of its marketing performance data into the Nielsen Visual IQ Platform, YBS hopes to gain actionable, granular-level insight into how their marketing and advertising initiatives are performing by audience, so they can make more effective planning and optimisation decisions within, and across, channels.

“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.”

This was posted in Bdaily's Members' News section by Visualiq .