Visual IQ, maker of a suite of cross-channel marketing intelligence and ad optimization software products, has secured $12 million in funding from Volition Capital and prior backer Fog City Capital.

Volition partners Roger Hurwitz and Sean Cantwell will be joining its board.

Visual IQ specializes in ‘marketing attribution management’ solutions, leveraging data and science to calculate and quantify the impact every marketing touchpoint experienced by a consumer has on an organization’s overall marketing goals.

The company claims it currently manages over $5 billion in media spend on behalf of its clients, which include major advertisers and agencies.

Founded in 2006, Visual IQ has raised $15 million to date.