VictoriaPlum.com is using new attribution management technology in a quest to understand how its marketing affects its sales.
The online bathroom retailer, founded in 1999, has until recently used a rules-based approach to measuring the impact of its marketing. Now it has decided to introduce a more advanced attribution solution in order to find out how each channel, campaign and tactic contributes to its sales.
It has chosen the IQ Intelligence Suite from marketing attribution provider Visual IQ. The new tool will enable real-time optimisation in line with attributed metrics as well as scenario planning for potential changes to budget allocation.