ICN are proud to announce the first SQUID update of 2025! This involves an enhancement to the data collection in place as part of our SQUID plugin.
SQUID is all about providing clients with more accurate data to make informed marketing decisions that provide the best return on investment (ROI). SQUID uses the ‘IPO’ – ‘Input, Process, Output’ methodology to achieve that – using the simple principle that improving the knowledge and accuracy around data sources (input) and then understanding the patterns and influences leading to the point of engagement in order to draw the most accurate possible conclusions (process), will lead to better decision making (outputs). Upgrading the SQUID plugin is all about further improving the ‘inputs’.
The SQUID plugin is a fully GDPR compliant piece of software that enables us to identify the original source of enquiries and sales, helping companies to understand which parts of their marketing are bringing them leads, and which parts of their marketing are not. This enables organisations to make more informed decisions about how to best allocate their marketing budget.
This update to the plugin enhances the probability sourcing of incoming data. Therefore, there is a higher level of certainty on user journeys and lead sourcing, so that the data used for management information gets more and more accurate.
Data tracking systems, even commonly used software like Google Analytics 4, have to contend with a level of uncertainty in their data. VPN use, multiple visits over a long period of time, and spam can muddy the waters during analysis, leading to unreliable conclusions. SQUID’s mission is to fix this- avoiding mistakes and finding innovative ways to refine data.
The new upgrade also includes:
- Enhancement to anonymised user traffic to further strengthen GDPR compliance.
- Upgraded machine-learning attribution.
- UTM (Urchin Tracking Module) tracking refinement for campaigns.
- More advanced probability sourcing for lead tracking.
