Nielsen has been working to improve their services and effectiveness for monitoring digital activities recently, and they have just confirmed that they took a big step in that direction. The company has acquired the marketing intelligence software provider, Visual IQ. The details of the buyout were not made public at this time.
Visual IQ has a major focus on things like multitouch attribution and performance monitoring. This allows them to give credit for specific sales (or other actions that are being tracked) to be given at multiple steps along the process. This, of course, is critical for making smart overall decisions on what types of marketing should be done and will provide the best return on investment.
As Nielsen continues to move more and more toward a digital tracking system, while still being leaders in the TV world. This will allow them to help companies craft more effective overall marketing strategies that take advantage of both TV and digital.
