Bathroom e-tailer VictoriaPlum.com is putting a greater focus on marketing attribution following the launch of its new brand image earlier this year.

The business announced this week that it is working with technology company Visual IQ to better understand the impact each of its ad campaigns has on sales and revenue – a move that it hopes will allow the organisation to more efficiently allocate marketing budgets.

Prior to teaming up with Visual IQ, VictoriaPlum.com had used a rules-based measurement approach, but it believes the new system will provide a more sophisticated approach to attribution.

The move comes after the retailer, formerly known as Victoria Plumb, launched its new brand image and a newly designed website in July. As part of the changes, the online business is also planning to roll-out a range of bedroom products alongside its core bathroom offering, and it has recently started a major television and online ad campaign to increase market awareness.

Under the retailer's new guise it will use the Visual IQ Intelligence Suite to improve its return on marketing investment. It is the same tool being used by Boohoo.com, as the online fashion house looks to raise its profile in new international markets.

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