"UK-based Media IQ has rebranded as MiQ as a means of underlining its repositioning as a "marketing intelligence" outfit that offers marketers help with connecting their data to "inform business outcomes". The rebrand is the first in the company's eight-year history, and comes within a year of the company receiving a sizable investment from private equity house ECI Partners in exchange for a minority stake in the outfit."
"Rebecca Mahony, MiQ, chief marketing officer, explained the repositioning of the company as one whereby the business will help marketers attribute their marketing activity to outcomes for their wider businesses by turning unstructured data into meaningful insights. "This new position will help re-imagine the value of marketing and put the CMO at the center of decision making within business. Data is one of the most important currencies a brand has access to and is essential for businesses growth."
MiQ has rebranded from Media IQ to emphasize a repositioning as a marketing intelligence provider that helps marketers connect and interpret data to inform business outcomes. The rebrand follows a sizable minority investment from ECI Partners and marks the first name change in eight years. MiQ aims to turn unstructured data into meaningful insights to help attribute marketing activity to wider business outcomes and elevate CMOs within decision-making. MiQ operates in the US and Asia and intends to use its proprietary AiQ platform at the intersection of big data, artificial intelligence, human ingenuity and real-world experiences. Marketing intelligence and data-driven, privacy-aware insights are positioned as competitive keys.
Read at The Drum
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